When it comes to split testing, begin with only one element at a time. For example, if you change the headline on your ad, you want to make sure that everything else is left
un-touched while you test the headline long enough to determine whether it needs to be improved. Then, you change another element and re-test and so on.
If you change different elements at once, you won’t be able to determine what change resulted in the increased conversion rates. Since you are split testing various advertisements, you don’t have to get it right the first time, as long as you consistently work to tweak your copy until you are able to significantly maximize conversion rates. Once you have determined what headline works best, change another element of your ad such as the body text or the destination URL.
Always test the original against the variation and give it enough time to accurately determine whether your changes have increased your subscription rate before making any permanent changes. You also want to split test your landing pages as well. Regardless how well you design your site, or how thoroughly you analyze each section of your landing
page, there is no way that you will be able to accurately predict how well your visitors will respond to your offer, without comparatively testing alternative layouts.
One easy method of testing your pages and evaluating conversion rates is by using Google’s Website Optimizer, a free tool that will help you run simple split tests of any websites you own.
You can sign up for a free account at:
http://www.google.com/analytics/
You will need to add a snippet of code to your page after creating your Google Analytics account. This code is given to you by Google and is available within your account once you have added and verified your website’s location.
Once this code is placed on your website, Google Analytics will start tracking your visitors and traffic.
In truth, there is no short-cut to PPC success, no magic bullet or guaranteed formula that will work every time. Every market responds to advertisements in a different way, so it's important that you thoroughly evaluate your niche to determine the best way to connect with your audience.
Split testing plays a vital role in developing profitable PPC campaigns, so you want to get into the habit of both split testing and monitoring performance so that you can improve or correct weaknesses in your marketing campaigns early on, reducing your overall advertising costs.
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To Your Success,
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