O'Reilly logo

Advertising on Google: The High Performance Cookbook by Kristina Cutura

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Split testing ad copy

Split testing ad copy or A/B testing compares the effectiveness of two different ad variations. Your first ad or the one that you find the most appealing will not necessarily be the one that will attract most of your visitors. Luckily, you get instant feedback on AdWords, where people vote through clicks and conversions to help you choose messaging that works best for you.

Getting ready

Brainstorm ad text elements you'd like to test, such as:

  • Different landing pages: If you are not sure what landing page would work better for a certain group of keywords, you can run two identical ads that are taking visitors to a different destination URL. Metrics such as conversion data can help you determine which landing page generates a ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required