I hate wasting money. Even other people’s money. And while I love pay per click advertising, it can be like hoarding up a big pile of cash and setting it on fire. You just hope you get warm enough before the blaze goes out.
Of course, most of us don’t just light our budgets on fire. And many of you reading this know all about the pay per click basics (but if you don’t, check out this awesome article from Ignite Visibility!).
- Set a conservative daily budget (no bonfires for you)
- Carefully picked your keywords for optimal conversions (not just to nab tons of traffic)
- Grouped your keywords into tightly-related ad groups
- Added negative keywords – both at the campaign and at the ad group level
- Optimized your campaign settings for device, location, ad rotation and more
- Set up conversion tracking
- Written some well-targeted ad copy
If you’ve done all that, you’re well on your way to a profitable pay per click account. But I have one more recommendation: Split-test your ad copy. Relentlessly. Systematically. Forever.
Why? Because if you haven’t been split-testing your ad copy, you could probably be getting three to four times the click-through rate than what you’re getting now. And as you know, that could result in a lower average cost per click, more ad exposure (traffic) and dramatically better results.
How do I know split-testing works so well? Because a few years ago I managed over $12,000 a day – over $2 million a year – in pay per click advertising. I did so in a cut-throat niche: online background checks. I was competing with hundreds (sometimes thousands) of other bidders.
To survive, I had to test and exploit every possible technique I could find. And one that worked the best? Split-testing ad copy for narrowly-targeted ad groups.
When I say “narrowly-targeted,” I mean as narrow as one word per ad group. If there was enough volume and a high enough conversion rate to warrant it, of course.
Over dozens of iterations, I got some of those ads up to over 20%, even 30%, click-through rates. For some context, here are the average click-through rates by industry: