Do you conduct PPC advertising on Google, Yahoo, Live or other search engines? Their analytics will show you what ads perform the best and give you the most clicks. But do you know why consumers are clicking?
We've been testing PPC ads in a pilot and now offer this as a general option within Advista. The results are really quite eye-opening.
When we tested customer's top performing PPC ads amongst 100 consumers, the revelations of "why" they might click on the ad vary from URL used in the ad, to the call to action in the ad. Testers also cited the "way the ad read" i.e. the simplicity of "getting" what is being advertised. Also noted in a big way was the headline. The headline is important for the obvious reasons of providing relevance against a search term. What testers told us that was also important was keyword use in context to the ad copy and call to action. Those combinations, when working well, outperformed nearly every other ad.
Testing PPC ads is an easy, inexpensive way to find out why certain PPC ads perform. That knowledge is great on its own. What is even more powerful is to take that knowledge and dial it in to other creative, design or ad mediums to boost response, or brand recognition or sales. It's worth doing and makes all of your online and offline ad efforts that much more powerful.
