How to Use A/B Split Testing for Better-Performing PPC Ads

PPC Washington DC

Pay-per-click ads or PPC advertising is one of the most crucial components for many digital marketing campaigns. While no one can deny its efficacy in fulfilling its intended purpose, it can also be quite costly. Therefore, you must regularly test the existing ads to ensure that no conversions are slipping through any cracks. This is where the A/B split testing comes into play. To a certain extent, this form of testing for PPC is simpler when compared to others, the reason being that there are far fewer elements to test. However, this doesn’t necessarily mean that you shouldn’t put in time and effort into it; careful preparation and execution are critical to its success. Because of this, many opt to hire experts like PPC Washington DC agencies.

Here’s how you can maximize this test to ensure that your PPC ads perform the way they should.

Determine what requires testing

The reason why PPC ad testing is more streamlined than others is that there are only a few things that you’ll need to test:

  • Keywords
  • Link
  • Body of text
  • Headline

The headline is what usually appears as a blue link in the search engine results pages. Since its purpose is to reflect the offerings, it should be brief and concise – preferably four or five words. Not only does it need to be straight to the point, but it should also include keywords used if possible. The body of text, on the other hand, is the direct equivalent of the meta tag description of a web page in search results. It should always aim to provide users with a better idea of what to expect should they choose to click your link. It is also worth noting that the link of the ads can have as much of an impact on the conversions as the actual ad itself. Because of this, it should link to a product or landing page rather than the main home page. They can also be effective when linked to mini-websites that are specifically designed for a PPC campaign.

Some entrepreneurs and marketers believe that an ad should appear when relevant keyword searches come up. However, specific terms and phrases will always convert better. And to find out which words will best work for your offerings is to test them against each other and monitor the results. Only when you’ve found the keywords that deliver the desired results should you invest in them.

Identify what the test is for

There are several reasons why brands and specialists like PPC Washington DC experts do A/B split testing. For some, it is to attract users and encourage them to subscribe to a newsletter, which can then lead to potential conversions down the line. For others, it is to get consumers to make financial commitments to their offerings. The reason is integral because your objectives will ultimately determine how you should analyze the results. Also, you must decide whether to focus your efforts on the complete conversion process or just the click-throughs. If the goal for the campaign is to generate awareness and elevate online visibility, the latter might be more than enough. But in the majority of cases, it is usually a good idea to opt for ads that are the highest-converting. Specific keywords might have incredibly high CTR, but they may also have low conversions because the people who use the chosen terms are just gathering data and information and not necessarily buying.

Keep track of the results 

There are two things that you’ll need to track when it comes to A/B split testing: the rate of click-throughs and the number of conversions. The primary objective isn’t just to elevate the CTR but to maximize the conversion rate too. Ensuring that both are equally high will lead to the best returns on your investment. For example, if you’re testing a web copy, the process will need to run for days, if not weeks, depending on the amount of inbound traffic you receive. You’ll also need to stay on top of where the ads appear. If the bid is too low, the chances are that it’ll appear in the results a little low to make it effective. The results can be skewed, too, if the position keeps shifting while tests are being conducted.

If the results that appear aren’t clear or are conflicting then more tests will be required. If you need to make any changes to the variables, do so until you find the ideal combination. But remember that the overall consistency of the page searchers and the ads is the key.

Best practices on testing 

When conducting the A/B tests for your brand’s PPC marketing campaign, you’ll improve your chances for achieving the desired outcome if the best practices below:

  • Test every ad variation at the same time to reduce any time-based elements that could potentially affect the results.
  • Focus on a single test to determine the factor responsible for the ad’s success.
  • Conduct tests often and early so that you can make immediate adjustments when needed.
  • Never rely on instinct. Always pay attention to the collected data.
  • Ensure that all the tests are run long enough to secure the desired results. Impressions amounting to the thousands are needed before you can get accurate and precise information. Remember that when it comes to pay-per-click ads, payments are made whenever users click, not for the impression
  • Seek assistance from specialists. It may appear like additional expenditure now, but investing in the services of experts can go a long way in getting you the intended outcome.


Pay-per-click ads might be an excellent way to generate exposure and create more leads. However, it requires testing to succeed. By conducting A/B split testing, you’ll make sure that all of your PPC advertisements perform as intended. More importantly, you’ll maximize your chances of getting the desired returns. So never skimp on testing; hire experts like those from PPC Washington DC firms if need be. It will make a difference.

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