Data Driven Approach for Google Ads Testing to Boost Results

If you are looking to increase customers, leads, and visibility online, Google Ads is an excellent option. With its popularity and offers, Google Ads can provide excellent ROI for businesses that take advantage of it. Compared to other outreach methods and platforms, it can accomplish this faster.

Google Ads is not only about set up campaigns, configure certain properties and let it go. It is about proper ads testing, monitoring and optimization of your campaign so that you can get the best out of your effort you are putting on your digital marketing.

Read on for a detailed overview of how to conduct Google Ads testing.

What is Google Ads testing?

It evaluates the effectiveness of an ad based on consumer responses, feedback, and behavior. Ensure your ads will resonate with your target audience by testing multiple ads, a complete ad, or portions of it.

Why does Google Ads Testing Matter?

Let us explore why Google Ads Testing is important for your ads campaign.

Globally, consumers spend more than $500 billion on advertisements, and the number is only increasing.

Why do brands spend so much on advertising? It’s because they’re effective. The consumer packaged goods (CPG) industry, for instance, enjoys a solid return on advertising across most media types. By incorporating pre-launch testing, you can hone in on particular ad concepts and increase your chances of success.

There are four additional benefits to measuring advertising effectiveness through testing:

i-It gives you data to back up your decisions

When you’re making an advertising decision, it’s important that you have data to back it up. Having a pre-launch campaign gives you insight into how different ad copy performs with your audience and what messaging resonates best.

This information can help guide future decisions about where to advertise and how much money should be allocated for each channel.

ii-Provides ideas for further improvement

Even the best ads aren’t perfect. Let’s say you’re interested in copy testing. The audience likes the winner, but they don’t believe everything it says. Google Ads testing gives you the opportunity to enhance an already likable copy!

iii-It allows you to understand and segment different audiences

You can filter the results once they come back to see how men and women feel about your various ads. Based on these insights, you can create specific ads for individual groups or create a single ad that incorporates elements from each group.

iv-It helps your organization iterate quickly.

Agile market research embodies this ability. In agile market research, data is collected frequently to accommodate changing business needs. It enables your team to make better decisions more often and to rely less on insights from;

• Organizations
• Agencies
• Or other businesses

How Long Should You do Google Ads Testing?

Now that we know the importance of Google Ads testing, let us know how long you should do ads testing.

After activating your Google Ads account, Google typically reviews and approves your account within 24 to 48 hours. Following approval, Google takes a further 7 days to: Gather vital business information. Get an understanding of the topic you are interested in.

Consequently, you should continuously monitor your Google Ads campaigns. Multiple factors influence these campaigns, such as keywords, GEOs (locations), device types, metrics, etc. But constantly monitoring Google Ads campaigns isn’t easy without a good marketing analytics tool.

Efficient Tool that Helps in Testing, Monitoring and Optimization of Google Ads?

PPC Signal is an excellent choice for this job. PPC Signal alerts you to potential anomalies earlier through data-driven analytics. It has capability to manage hundreds of campaigns which may have hundreds of keywords. This tool can show you outcomes in no time. As a result, you can improve the results of your campaign without spending a lot of time or money.

Here are some important types of filters in PPC Signal, which you can see below the dashboard:

PPC Signals provide you with information in the form of signals. The following is an example of how you can test Google Ads regarding keywords, GEO, and device. All you need to do is click on a particular filter.

You can find keyword performance information by clicking the Keywords filter:

The above image shows all the signals about keywords performance on your screen. This is one of the signals we are showing you below:

The above signal information is about “women’s Nike watches.”

With the help of the Geo filter, we are now showing you signals information about Locations:

All the performance indicators for the campaign pertaining to locations are shown in the above image. The following is an example of a signal:

This signal information comes from “Verona, New York, US”

You can filter campaigns by Device Type to get information about their performance according to the device:

You can see all the campaign performance signals related to the device shown on your screen in the above image. This is one of the signals we are showing you below:

From the above signal, it indicates that the device type is “Mobile.”

How do I test Google Ads?

So what is the procedure of Google Ads testing?

Experiments can help you assess your changes’ impact and improve your campaigns’ performance. You can create, manage, and optimize your experiments in one place with the Experiments page in your account.

Set a clear hypothesis

An experiment’s hypothesis should explain why it is being conducted and should be linked to a specific business objective.

Why: You will be able to determine the success of your experiment based on the hypothesis you develop. You may hypothesize, for example, that switching to Target ROAS bidding will increase your acquisition campaign conversion value.

Create your experiment

Test one variable at a time.

Why: It is difficult to identify which element contributed to the better outcome when testing more than one variable at once. You might be trying to compare two headlines for your responsive search ad. When you’re also testing two bidding strategies, you’ll have no idea if the headline is the most effective or the bidding strategy.

Pick one or two metrics to gauge the success of your tests before a test begins.

Why: In most cases, this will be your primary objective, such as total sales or cost per action. You should let the metric tell you which test won when it’s time to end it.

Avoid making changes to your base campaigns unless sync is on.

Why: It becomes difficult to determine which changes to your base campaign impacted your original experiment when you make changes during an experiment.

Analyze results and choose experiment winners

Implement what you’ve learned in your future campaigns.

Why: After learning from an experiment, updating your tactics is the most critical step. You can update an existing campaign or create a new one. If you update an original campaign, all changes will be ported over to the current campaign, which preserves the history of the original campaign. When testing a new campaign structure or preserving results from a learning period.

Keep records of your experiments.

Why: If you keep records of the tests you have performed in the past, prioritizing what to test will be easier. You can also track and benchmark your effort’s value by standardizing insights gleaned from past campaigns.

FAQs:

How do I test bidding strategies on Google Ads?

You should pick the campaign which has more historical data with at least 30 conversions in last 30 days. When you start your test, use your historical average CPA for that campaign as your performance target. This gives you the best possible evaluation in performance with your current bidding strategy.

What is a good CTR for Google Ads?

Google Ads should have a CTR of between 3% and 5%, which is considered good by most marketers. Many companies, however, have higher average clickthrough rates for Google Ads. There are a few businesses with a CTR of 50% or more.

Wrap Up:

There’s no doubt that Google Ads is a powerful tool for marketing, but it can be difficult to get right. You should always test your ads to make sure you’re spending money on ads people want to click. If you don’t test your ads, there’s no way of knowing whether they will be effective.

Google Ads testing can help you improve your clickthrough rate (CTR). A higher CTR increases your quality score. A higher quality score means you’ll have to pay less for your PPC ads so that you can run more ads for less money. Testing Google Ads involves monitoring them regularly. But it is not a simple task without a marketing analytics tool, so PPC Signal is one of the best.

The tool has many features that make it easy to use. It will alert you of any changes in your account, such as a decrease or increase in clicks or conversions. You can also track changes over time by comparing performance data from different campaigns, ad groups, and keywords.