Boost Your Google Ads Campaigns with Split Testing

Table of Contents

1. Introduction
2. Importance of Split Testing in Google Ads
3. Core Principles of Split Testing
   1. Test One Thing at a Time
   2. Review Enough Data
   3. Have a Clear Process for Recording Split Tests
   4. Understand that Split Testing is an Ongoing Process
4. How to Split Test in Google Search Campaigns
5. How to Split Test in Performance Max Campaigns
6. Other Optimization Actions for Google Ads
7. Conclusion
8. FAQ

Importance of Split Testing in Google Ads

When it comes to running successful Google Ads campaigns, split testing is one of the most important optimization steps that you can take. By split testing your ad copies, you can quickly increase your click-through ratios, conversion rates, and lower your acquisition costs. While Google's learning is getting better, running regular and scheduled split testing of your ad copies is still the fastest way to see results.

Core Principles of Split Testing

To ensure that you're split testing your ads in the right way, there are four core principles that you need to follow:

Test One Thing at a Time

When running a split test, you want to have two ads that are pretty much identical except for one core difference. This could be having your keyword focus pinned into position one where the other ad doesn't have that pinned in position one, or having two ads that are exactly the same with the only difference being that they have a different call to action. By only testing one thing at a time, you can know exactly what has made the positive or negative difference.

Review Enough Data

To ensure that you're reviewing enough data, you should ideally have two ads that have at least a thousand impressions each. If you're running a smaller account and not getting that many impressions, you can set a time limit and review the data over a seven-day period.

Have a Clear Process for Recording Split Tests

It's important to have a clear process and system for reviewing and recording the different split tests that you've run. By doing this, you can quickly go through and review the previous split tests that you have done and avoid repeating them in the future.

Understand that Split Testing is an Ongoing Process

Split testing is an ongoing process, and you'll never have a time where you've completely finished all of your split testing. It's recommended that you're going through and doing the split testing every 30 to 60 days.

How to Split Test in Google Search Campaigns

To split test in Google search campaigns, you need to select the campaign that you want to go into, go into one of your ad groups, and then go into your ads and assets. To record the different split tests that you've done, you can keep all the data in Google Ads. When you've completed a round of split testing, you can copy the winning ad and paste it into the same ad group. Then, you can change the call to action to add another split test.

How to Split Test in Performance Max Campaigns

In performance Max campaigns, you can only have one ad in individual asset groups. To split test in performance Max campaigns, you need to go to your campaign, go to your asset groups, and then click view details. From there, you can go through any of the headlines that have a low performance and change them. To record the different split tests that you've done, you can create your own Google sheet and track the different headlines that you've used before and what are some new headlines that you can use and split test.

Other Optimization Actions for Google Ads

While split testing is an important optimization step, it's not the only one. Other optimization actions that you can take include optimizing your ad copy, targeting, bidding, and landing pages. By taking these optimization actions, you can further improve the performance of your Google Ads campaigns.

Conclusion

Split testing is a highly important optimization step that you need to be completing for both your search and your performance Max campaigns. By following the core principles of split testing and using the right process, you can quickly increase your click-through ratios, conversion rates, and lower your acquisition costs.

FAQ

Q: What is split testing in Google Ads? A: Split testing in Google Ads is the process of testing two or more ad copies to see which one performs better.

Q: Why is split testing important in Google Ads? A: Split testing is important in Google Ads because it allows you to quickly increase your click-through ratios, conversion rates, and lower your acquisition costs.

Q: How often should I be split testing my ads in Google Ads? A: It's recommended that you're going through and doing the split testing every 30 to 60 days.

Q: What are some other optimization actions that I can take in Google Ads? A: Other optimization actions that you can take include optimizing your ad copy, targeting, bidding, and landing pages.