Split Testing

At Praeparo we believe in split testing all our ads in our Pay Per Click (PPC) campaigns.

So what do we mean by split testing?

• For every keyword targeted we will create two ads with slightly different content.
• These are then monitored daily by our marketing professionals and we will identify a winner. A winner is where we get the best click rate that converts to a buyer, we have to get the click that converts as this tells us the content of the landing page (product or service) is what the person expected when they clicked.
• For the ad that didn’t win we adjust the text and then start to monitor the two new ads.
• This is repeated continually until we have constant dead heats, or we have an excellent acceptable conversion rate.

When we have finally settled on this winning ad we can then start to execute standard search engine optimisation on the landing page against the winning ads keywords, this can’t be done until we have a stable winning ad. Then as the click through rate increases in organic search results we can reduce our spend on the PPC campaign and re-focus the spending to new areas.

This strategy is often not used as it takes time, but at Praeparo we have the people and tools set-up to handle 100′s and potentially 1000′s of ads per customer based on a split test per keyword, where a campaign can have many keywords. See our Pay Per Click Services page for more information.