Testing is an important part of the research done for PPC. May be your consistent testing does not always work properly, but that does not mean you stop doing the ad testing process. Avoiding a few errors can turn the wind in your favor. Now we will try to throw some light on the common errors, avoiding which can bring the business back on track.
1. Poorly Created Hypotheses
The approach should be scientific and less time consuming. Before you begin with the ad testing, a very clear and well-informed idea of the hypothesis. It should lay out control ads, test ads and the metric by which you will be evaluating the differences in the success of such ads. Some avoid hypothesis to reduce work time and trouble. But, that makes the work process cluttered and leaves the result uncertain.
2. Unnecessary Variation between the Control and Test Ads
At the time of analyzing the result, if the Test ad is widely different from the control ad, it will become quite difficult to find out the factors responsible for the performance swings. It is important to become very specific on the topic at the time of creating the hypothesis. Even the experimental ads should contain the elements that can test all the variables you need to test.
3. Depending too much on the Campaigns results
One particular element that brought success to one ad campaign is not going to yield the same result for the other campaigns too. At least not to ad campaigns of different intents. So, it is better to test it before applying.
4. Depending a lot on Brand Terms
If the testing is done largely on brand terms, it will be foolish to assume that the result will be applicable for all the keywords. The person who is looking for your brand will receive a message from you that is much different from that you will be sending to the person who is not much aware of your brand. Generalizing the test for both the group can get your efforts wasted.
5. Do not Take Decisions at an Early Stage
Premature decision depending on the assumptions of early tests can prove fatal for an ad campaign. You should be patient till the complete conversion rate can be declared. You never know when exactly things results take an unexpected turn and you require mending your ways.