I’m a huge fan of ad copy testing. Implement Google conversion tracking, set your campaigns to optimize for conversions, and test every single day. Sooner or later, your overall system conversion rate (from impression to conversion on your site) will increase! This means higher revenue and higher margins (since Google rewards increased CTRs with lower CPCs). In addition to catapulting your PPC program to the next level, ad copy testing can have implications and use cases across your entire organization. Here are a few of my favorite use cases:
- Leverage ad copy to test offline marketing messages. Does your company do direct mail? How about press releases? How about print ads in magazines and newsletters? One thing is for sure: The cost of testing messages on Google AdWords and Bing Ads is extremely cost effective. Collaborate with your entire marketing organization. Test messages via PPC before running them in other marketing programs. The added benefit: Ideas that come from your offline marketing organization may end up as winning online messages.
- Consider incorporating winning ads into your website’s language. You should always be testing ads, landing pages, and user experience. I’m a big fan of Big Testing, a concept made popular by my friend Scott Brinker, Co-Founder and CTO of ion interactive. If you’re running big tests on your landing pages and website, you may not be quite as focused on marketing language and value proposition. This is where you can gain so leverage from your search marketing program. Leverage SEM to help drive brand positioning and value proposition on your website.
- Communicate winning ad copy with your call center. If you have a large call center, perhaps they can benefit from your winning ad copy by weaving components of your ads into call center scripts. It’s all about integrating your winning marketing language across the customer experience. Also, make sure to sit in and listen to customer calls. Spend time with your call center reps. Call centers are an amazing source of ad copy testing inspiration.
I hope these tips help out. How do you leverage ad copy testing for the benefit of your overall company?