Split Test Your Adwords Ads For Value Per Impression
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If you split test your Adwords ads (or MSN/Yahoo ads, etc), you are only getting half the information you need to determine which ad is bringing you the most bang for your buck.
Normally, people choose a winning ad with split tests based upon the highest click thru rate over a given period of time. But the highest clicked ad may not be the ad that drives the most sales.
In fact, it can be very common that an ad with a lower CTR be the ad that is driving the majority of conversions. There are a number of factors that might be at play here, including:
Ad Copy, Landing Page Conversion Rate, Offer Conversion Rate, Audience Demographic, etc.
Performing a simple split test of 2 ads doesn’t provide you with enough information you need to determine which ad delivers the most value for your dollar. Only by combining the ad CTR with the conversion rate can you determine the true winner.
The real value that you need to calculate is called the “VPI” or “Value Per Impression“. ie: which ad makes the most money each time it’s shown to your audience.
Until recently, without an online tool or some advanced excel spreadsheet, calculating VPI was a royal PIA. In all probability, a good majority of PPC advertisers are leaving gobs of money on the table simply because they’ve deleted an ad they “thought” wasn’t performing for them. I’m certainly guilty of this mistake.
Well, thankfully there is now such a tool that takes all the guess work out of knowing exactly which ad is “ACTUALLY” making you the most money.
Pay a visit to the Adwords Super Tester, and enter in some of your own data from your own Adwords campaigns (or other ppc engines).
The Adwords Super Tester is FREE by the way and very useful. All you really need to do is input the data into the required fields and hit submit. The tool instantly tells you which ad is more profitable on a per impression basis, while also providing you with an analysis report of the confidence level for each ad given as a percentage.
I’ve included a short overview video on how the Adwords Super Tester works:
Even if you don’t have any deleted ads that you can work with, from here on out this is a tool that will provide you with more accurate information on your future split tests. This type of data is crucial to making sound decisions when it comes to maximizing ROI and minimizing costs. And it comes at a good price: FREE!
Way of the Warrior - Tip of the Day: To see data for deleted Adwords ads: Within an Ad Group, select the keywords tab. Click on “Change range” and set dates to your desired range. Below this, click the checkbox to “included deleted items”. This will allow you to see the deleted ads and keywords for the specified date range.
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