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Savvy PPC managers know that ad-copy testing is one of the most effective ways to optimize paid advertising accounts. One of the more common ad-copy testing techniques is to set up each ad group with at least 2 different ads, which allows the ads compete with one another. After enough time has elapsed (after enough data has been collected) to determine which ad is most effective, the test ends. At this point, the lower-performing ad is paused, a new ad is created (which closely resembles the higher-performing ad), and then the test is started all over again.
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