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A guide to ad variations in Google Ads

Search Engine Land

As we inevitably entrust more of this testing process to ad platform AI, gaining insights into what worked becomes more complicated. For instance, responsive search ads can consist of up to 15 headlines and four descriptions in a practically endless variety of formats. The final step entails setting the details for your variation.

CTR 101
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7 ways to elevate your responsive search ads

Search Engine Land

Less is sometimes more We’re starting with a concept rather than a feature here, but just because you can add 15 headlines and four descriptions doesn’t mean you should also populate all of those slots. Less titles and descriptions can also give you better scope to do manual testing, as there are fewer variations in play.

CTR 104
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5 Uncomfortable A/B Testing Questions

ConversionXL

If the “loser” starts to do relatively better, then it is time to take another look at the page and perhaps run some new tests. Leave a a small percentage of the traffic on your test after implementing the winner, just to see if the needle moves again. Lets say that all tests product a confident lift.

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How to improve PPC campaign performance: A checklist

Search Engine Land

Whether you’re getting great results, struggling to perform or somewhere in between, below is a checklist of 13 features to help set your campaigns up for success. At a broader level, test out two or three variations in each ad group; one with no pins and the others using a mixture. The important thing to remember is to give them time.

Campaign 109
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3 common B2B SEO mistakes sabotaging cost per lead

Search Engine Land

While you might be able to improve ad spend optimization over the short-term (A/B testing creatives, graphics, audiences, placements, timing, etc.), you’re unlikely to significantly control or bring down the ROI over the long-term (as CPCs continued to get bid up by your competitors). Except in SEO, it’s often upside down.

B2B 92
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A Complete Guide to YouTube Analytics

ConversionXL

Best practice is to start with organic, understand what techniques work for your content, then boost with paid. . With YouTube, for organic, average view duration (AVD) and click-through rate (CTR) should be prioritized over YouTube search optimization, descriptions, tags, and other vanity metrics. Why does YouTube elevate AVD and CTR?

CTR 134
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5 essential PPC skills every agency pro must have

Search Engine Land

It’s a deep topic to unpack in a few lines, but here are some pointers to get you started. Next time you want to run an A/B test, go through the following steps: Take a hard look in the mirror. Identify if your A/B test doesn’t drive a 30% growth in your top KPI. For example, do you know how CTR impacts CPC?