Testing your site on a continual basis is essential to finding out what works and what doesn’t. By doing this you’ll be able to ensure you’re using the right strategies, designs, headlines, ad campaigsn etc., to continually grow your business. If you’re investing a lot of time and energy into having a sales page written, a design made, an ad or having simple changes done to your site, you need to know if it’s worth your time and effort. The only way to find this out is through A/B split testing.

To do an A/B split test using Google AdWords, you’ll first need to log in to your Google AdWords campaign. Now, once you log in to Google.com/ads, you should see your campaigns, if you’re running campaigns. You need to click on whatever campaign you want to run this A/B split test on.

Once you click on that campaign, you will see which words you’re running in that campaign. If you have ad groups you’ll want to click on your ad groups because you’re going to have to do an A/B split test for ad groups. Perfect.

When you pop into your ad group, it will show you the actual ad that you’re running in the upper left-hand corner. Where it says “view all,” click on it. That’s going to show you all the ads that you’re running and the ad variations. Then on the right-hand side, you’re going to probably have three tabs. One is going to be a summary tab that’s going to be a summary of everything that’s going on in your campaign. It’s going to tell you your click-through rate and your average cost per clicks.

Next to that, up top, you’re going to see another tab that’s going to say “keywords,” and it’ll show you all the keywords in the campaign. Then you’ll see “ad variations”. Okay, so when you get in ad variations, it’s really easy. If you have one ad in there, well, then you need to add another ad. So then you click on “Create new ad” and that’ll be over in the greenish gray area. Underneath where it showed ad variations, you’re going to scroll your eyes to the left-hand side. You’ll see “text ads.” You click on “text ads” and create your new ad that will run inside your campaign. Now, once you do that, you save the ad, of course.

When you go back to your account, go to your campaigns and click on whatever campaign you want to do. You need to click on “edit campaign settings” in the campaign area. There is a function I want you to change so you can do a true A/B split test. Inside there, there’s a thing called advanced options and underneath advanced options, it’s going to say keyword bidding, ad scheduling, position preference, and then ad serving. You want to make sure it says “Rotate, show ads more evenly.” You do not want it to be “Optimize, show better performing ads more often.”

The reason for this is so that your ads will run more evenly. If you have it at “Optimize, show better performing ads more often,” what that’s doing, is whatever ad is just really kicking butt, it’s going to run the one that’s winning more often, and therefore you’re not going to get a true A/B split test. You don’t want it to do that. You want it to rotate more evenly.

Try this strategy to decide which ad outperforms the other.

Warmest regards,

Matt Bacak

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