In this post, I show you how to setup split testing with your campaigns, ad groups, and ads inside Google AdWords.
The process is really simply – we just create those additional campaigns, ad groups, and ads to differentiate our target audience, whether it’s by keywords, country, gender, age, time, or more. In order to do that, we need to create additional split testing within our ad network.
Campaign differentiation will allow us to differentiate our audience by a variety of factors, but mainly location, times, gender, and age.
After we create a separate campaign with a differentiated target, we will be able to narrow down our audience even further and determine which campaign and thus audience is more likely to buy our products.
In the previous post, we have created a new campaign, and we definitely do NOT need to go through the same tedious process to create another name simply to differentiate them based on location as we have done in our video.
We can simply select our campaign, copy it, and then paste it in the same place. This will give us two exactly same campaigns. What we need to do next is just rename the new campaign, and change the locations to EXCLUDE the locations we have originally set (US and Canada). This way, we will be able to see which geographic market works better for us by tracking the conversions and then focusing more of our budget into that campaign.
Next, we will need to create more ad groups. Ad groups are differentiated based on the keywords, so we can create multiple ad groups with that – perhaps some related only to our product, others around the general area of interest, another around error terms, etc…
We used the keyword selector tool in this video to determine what other keywords people normally search for when looking for our product.
These terms we added to our list, and then simply created another ad group on the spot directly on the keyword selector tool. We can create several different ad groups based on different keywords, and then just copy all of them, and paste them into our other campaign.
Alternatively and as shown in the video, you can first create all the ad groups and campaigns, and then just copy and paste one campaign.
Last but not least, we can split test our ads. The only difference between the different ads would be the ad copies, and that involves different headlines and descriptions.
We can simply copy and paste an ad directly inside the ad group and just change a few things around before we click ‘OK’. So for example for one of the ad groups our title can be ‘great monkey for sale’, whereas on the other it could be ‘sale for great monkeys right now’.
If you happen to get an error message when copying and pasting your individual ads, simply copy the message by double clicking on it, and paste it somewhere so that you can read the entire message. Do what the message tells you to do and then duplicate the ads again. It should work this time.
You get the point – play around with that and make as many ads as you want. I would limit myself to around 8 ads, just because if you create way too many, you may not get enough clicks to go around to actually determine what works or not. But this depends on how confident you are that you will actually get traffic on your ads. No clicks = no chance to actually test all the ads.
Now that we have created all of our different variations and we are ready to head into action, we need to do one last thing, and that is to actually tell Google that we need to rotate our ads evenly, NOT based on conversion or click optimization – we will do that ourselves. You need to go to the campaigns tab, go to the ‘settings’ tab, and scroll all the way to the bottom to the ‘ad rotation’ spot.
Click on it, and select either ‘rotate indefinitely’ or ‘rotate for 90 days and then optimize’. 90 days should be more than enough time for us to conduct our split testing, but if you want to be safe and imagine you will be away somewhere with no access to Google AdWords, you can set that 90-day time period so that Google automatically shows the ad with the most conversions.
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