5 Best Practices a PPC Expert Should Follow When Testing Ad Copy

As a PPC expert, it is very important for you to consistently test your ad copy and challenge your work. You need to be innovative with your work to keep in pace with the rising competition, especially from your competitors. It is the job of retailers to optimize the ad and to expand the amount of data they base their strategy on.

Testing PPC ad work helps retailers to increase the quality score that can result in more conversions, better relevancy to ad, and an improvement in the click-through-rate (CTR). Testing of ad copy includes format, value propositions and call-to-actions.

Top 5 Best practices Followed by a PPC expert are

30 Days of Testing: There is no such thing called “Too much testing” when it comes to testing your ad copy. You need to test and track the test results for a minimum period of 30 days. To ensure the tests are running correctly, a PPC expert can check the results once in every 4 to 5 days. No major changes should be made before the 30 day testing period is over. To get accurate results, you should do a testing for 30 days or so.

After the 30-day trial period is over, the PPC expert can verify the results to see the ad that has the best result by checking the maximum clicks and maximum conversion by comparing the results between two tests. They will be in a better position now to analyze which ad should be paused and find the winning ad to continue with further testing..

Consideration of Seasons: A PPC expert should not expect consistency with every 30 day testing. They should consider the season and keep in mind that seasonal changes play an important role in the performance of an ad copy.

Organized Results: A PPC expert should apply labels for each Adwords.  Labels like “constant ad vs. new ad” should be used so that they can keep a log on the performance of the each ad. It becomes really difficult to track the results of ads, whether it is good or bad, for future purpose without an organized result.

One at a Time: There will be a number of elements to test in an ad copy. An experienced PPC expert will never test many elements at a time as it becomes really difficult to manage the results. The best practice is to compare the performance of two ads per ad group at a time. They should be identical with only one element separating the two ads and should run at the same time. After the 30 days of testing is over, you can easily find out the one that is performing well and implement the strategies easily.

Try various ways: A PPC expert should try a variety of concepts and methods to test an ad copy. Before starting with the testing activity, a PPC expert needs to do research on similar products and brands to come up with a solid plan for testing.   Latest trends like “front and call-to-action” can be used for testing ad copy. But most importantly, different concepts and theories should be tried out.

Conclusion

A successful PPC expert is one who is not afraid of going out of the way for testing an ad copy. You need to remember that the success of an ad campaign depends upon how well the ad is tested and fine tuned.

Things to look into a PPC Expert before hiring them

Growing demand of paid marketing practices has given rise to many agencies, consultants and advertising companies, dealing in Pay-per-click. Due to many options, it is laborious to find the best PPC expert who can better understand your business needs and work towards achieving your business goals.
Here are a few important factors listed below that will help you while making this important decision:





Customized PPC Services
Make sure the expert that you are going to hire, has a better understanding of your business and its needs. They must do deep research to understand the right keywords for marketing and promoting your business through paid ad strategies. Be sure that the services you receive from the advertiser are relevant and useful for your business.

Understandability of your Business Goals
Even before you start hunting for a PPC consultant, understand your business goals first. Ensure that the consultant also understands everything about your business and marketing goals properly in details. Accordingly, they must have a detailed understanding of the current market trend, must be able to identify opportunities, competitors, etc. to come up with successful marketing campaigns.

Expertise to handle all PPC requirements
PPC is a multidisciplinary strategy that requires different skills like, content writing, online bidding, SEO, HTML and a few more. Your PPC person must possess all these skills. No matter, you hire an individual or a specialized agency dealing in these services, it is important to check out if the team has all these expertise to handle the task appropriately.

Verify the Credibility of PPC Expert
It is even more important to check out the credentials of expertise and authenticity of agency before signing up with them. Visit their website and check what their previous clients have to say. Also, check their history and everything that will make you assured of their quality of services. To check their professionalism, read their blogs, articles and newsletters. Ask the expert to show their track record with existing clients that will really help you determine their service quality.

Check Communicability
To ensure that your PPC campaign is carried out in a timely and effective manner, communication between both parties for the progress is important. The expert must be able to monitor the progress and provide reports on a daily basis.

Must be experienced
PPC guidelines and working rules keep on changing. So make sure the PPC consultant is updated with these changes and possesses expertise to deliver the results accordingly. Having the knowledge of SEO, blogging, social media marketing is a plus point.

Commitment to Deliver Results
An expert would commit to deliver the best results if they have an effective attitude gained from previous work. Some people talk about it in the sales pitch and some on coordination call. Judging the commitment is easy by assessing their behavior over a period of time working with them.

Must be able to spend Budget Wisely
Being a business owner, even a single dollar you spend on your business matters for you. So even if you have a small budget, hired professional must value it and spend it wisely on worthy campaigns without wasting it.
All these factors form a framework that helps you assess the expertise, credibility and the ability of a PPC expert to handle the paid ad marketing part of your business.