Split testing allows you to create multiple variations of the same copy and test it to see which variation is most effective. So, in one week you could run Versions A and B of a single ad and learn that Version A converts 10% higher than Version B. In week two you then run Version A against a new Version C and the process continues week after week as you adjust your copy to match the version that converts best.
When split testing, there are certain elements to check to see what works and what doesn’t. Here are three elements you can test during your splits to see what is most effective.
1. Headline Impact – The headline is the most important part of any ad. It is the first thing the user will see and often contains the primary keyword base. So, split test small variations in your headline, from punctuation to the order of words to the use of long tails.
2. Keyword Integration – Where you place keywords in your ad copy will affect how it is bolded and how targeted the ad appears. Dynamic keyword insertion is certainly an option, especially if you sell physical products, but even if DKI doesn’t work for you, make sure you test where keywords work best in ad copy.
3. Use of Numbers – Some niches rely on facts and figures to support the benefits you claim your offer provides. In other niches, those same facts and figures result in lower click throughs. Test effectiveness using specific numbers (that you can legally support) in your ad copy to determine if the response rate and eventual conversion rate is at all affected by them.
The most important thing to remember when split testing ad copy is that what you think will work may not be what works. Your audience can surprise you, so don’t be afraid to go in a direction you wouldn’t expect to work, even if it undermines everything you think you know about your niche and the advertising that has worked in the past. Split testing is great in that it provides data only and is perfectly objective.