Why Ongoing Testing Is Important In PPC
The most important lesson that you can learn about pay-per-click (PPC) advertising is that a campaign or strategy is never complete. You can do your research, set it up and get it running – but this is only the first step. Next comes the testing.
Testing is a vital part of PPC advertising. You need to do it almost daily throughout the lifespan of a campaign. It’s a massive undertaking, but it’s the only way to get the best results for the money you’re spending.
Why do so much testing? Here’s our answers:
You’re Paying For These Ads And The Traffic
It’s a simple equation – you’re paying to run these adverts and if they aren’t working at their best, you’re wasting at least some of your budget. If people are clicking on your adverts but not converting, you’re losing out on money because something isn’t working for your target audience in your campaign. Similarly, if your adverts are getting shown but no one is clicking on them, then you’ve wasted the time spent on setting up the campaign.
The only way to get the most out of your budget is to test every element of your campaign and ensure that it is properly optimized.
The Goalposts Are Constantly Shifting
PPC advertising relies on two important elements from the platform that you use – the technology and the algorithm deployed. These two elements are constantly evolving due to technological advancements, changes to online behaviors and so much more.
This means that a campaign that worked really well last year may not be your best bet this year. The only way to find out is to stay on top of these changes to the platform and to test out what works best now. Every time a new change is rolled out, you should also be checking the performance of your adverts and tweaking them to see if you can get more out of what you’re spending.
You Get Validation On Your Strategy
Testing isn’t always about making changes. Sometimes, testing gives you validation that the settings and adverts that you currently have are the best that you can use.
Validation as a reason for testing is particularly important when you do A/B split testing. This is when you run two versions of an advert or campaign to a sample of your audience and monitor the results. You can then see which yields the best return on your investment and roll that version out with your main budget.
What Are You Looking For When Testing?
The reason behind running a PPC campaign is to bring in conversions. You want the people who see your ads to click on them, and then you want them to take the desired action on the landing page. This could be to buy the product you’re advertising or sign up to your newsletter or book and appointment.
Essentially, what you’re testing for is to find the campaign structure that gives you the best return on your investment – the clicks that result in the most conversions. This is why you need to look at all parts of a campaign, from the keywords you use for your ads to what happens when people arrive on your landing page.
Get An Expert To Monitor Your Campaigns
Testing and monitoring PPC campaigns can be a full-time job because there are so many elements to check and optimize. Therefore, it can be a good idea to team up with a professional PPC campaign manager or agency to do the job for you. This frees up your time and ensures your campaigns are always looked after.
If you’re looking for experts in PPC, get in touch with Let’s Go Media. Our team will ensure that you get the most out every PPC campaign you run: hello@letsgomedia.io or for instant Whatsapp communication: +27 83 9555 891