Learn how to Succeed with PPC Marketing
Ask any real PPC professional, and they will tell you that the #1 key to being successful with pay per click marketing is split-testing.
You need to split test everything. From text ads to landing pages, every single aspect of your campaign needs to be tested constantly.
Did you know that just changing one word in an ad or adding a question mark to the headline of a text ad can increase click through rates by more than 500%? The same thing holds true with landing pages. Changing an image or shifting the layout of your site will have an impact (negative or positive) on your overall conversion rates.
To be successful, you have to test all the time. As soon as one test is done, you need to move on and test the same thing again.
One easy way to split test your text ads is to use what is called the chi-squared formula. What this formula tells us is at which point (how many clicks) a test is relevant, at which point we can declare a winner and move on to the next test.
Using the Chi-Square formula, we can make sure that our tests are a minimum of 95% accurate. There are software programs to do this, but it is beyond the scope of this article.
If I were to play Tiger Woods in a game of golf, there is a possibility, albeight slight, that I could beat him once. However, if Tiger Woods and I were to play a game of golf everyday for 60 days, there is a virtually no chance that I could beat him more than 50% of the time over that timeframe. Playing just 1 game of golf is completely insignificant in the overall scheme of things.
This goes to show you how important it is to have more than just a few pieces of information before making a conclusive decision.
It is harder than you think to find a PPC management company that knows what they are doing. A lot of the so-called “Professional Agencies” have literally no idea what they are doing, and do next to no split-testing at all. Don’t fall into one of their money traps, and make sure you know what you are getting before you get management for your PPC account.
