Most people in marketing could tell you how to split test two Google AdWords ads using click through rates (CTR), but sometimes an ad’s CTR doesn’t always indicate success. What really shows an ad’s success and power is how much revenue it’s generating. It’s quite common for an ad placed in a number one or two sponsored position at the top of a search results page to attract a ton of clicks, but not all of those clicks convert to sales. Ads placed in the first or second sponsored position (the ones that look like an organic search result) often get clicked on by those ‘click happy’ users that go for the first thing they see. And since click happy users statistically don’t buy as much as someone who’s put a little thought into why they clicked on your ad, that ad is not as successful as one that has half the CTR but three times as much revenue generation.
Using SalesForce for Google AdWords to Connect Traffic and Revenue Data
Unfortunately, if you’re using Google AdWords alone, you’re not always able to see revenue data. Similarly, if you’re using Salesforce you’re not able to see data about PPC ad performance. Luckily, Bizible Analytics connects that information and lets you compare revenue data in Salesforce with ad performance data populated by Google AdWords. With access to this data, you can now run more effective split tests for your PPC ads and determine ROI.
How to Split Test
Split testing AdWords ads is best if you’re trying to compare similar ad copy, keyword selection, or other similar metrics. Because you have the benefit of similar sample groups, budget, placement, etc, you’ll start to get a better understanding of what elements leads respond to more. Split testing is also the most insightful when ran for a while to collect a fair amount of data on user response, and multiple split tests can be performed periodically.
When split testing, notice if there’s a disparity between traffic volume and revenue. At first, only look at the traffic data and see if the revenue data supports your original opinion of which ad was more successful. If there’s a difference, perhaps its time to reevaluate how you conduct other analytics as well since sometimes traffic number can be deceiving.
Also take into account outlying factors, such as holidays, special promotions, and other events that could skew your numbers.
Determining ROI and Moving Forward
Once you have a good deal of split testing data from multiple ad groups, you can now determine which ads have earned ROI by comparing total revenue from that ad to total ad spend. You can use this important data in the future to improve your PPC ad content, placement, keywords, and spend to maximize the impact of your ad dollars.