Testing ad copy is one of those “must haves” if you’re going to be successful in PPC. It demands version after version of new ad variations, so the set-up can be tedious. Since few of us have the tireless, creative thesaurus-like brain required for such a task, we turn to ad optimizers for help.
Fortunately, using SpyFu will help you fast-track this practice.
As we explained in our keyword and ad copy testing article, follow this order when testing:
- Choose your keywords
- Create ad copy variations
- Test your ad copy variations
- Test your keywords
Since the SpyFu site equips you with multiple ways to find profitable keywords (step 1), let’s focus on step 2: create ad copy variations.
Enter and search a basic keyword from your campaign in SpyFu Ad History.
The results include the roster of domains that have advertised on this term in the past 12 months, complete with the ad copy each one used.
The results appear as a grid of rectangles–each one representing an ad for the month. Ad History flags ad copy changes with a new number for each version. You easily spot where an advertiser shifted gears from one variation (V1, V1, V1, V2, V3) and where they stuck with ad copy that brought them the results they wanted. (V1, V2, V3, V4, V3, V3, V3, V3).
Spotting good and bad copy
We expect to see advertisers testing their copy. It might be a V1, V2, V3, V4 string of variations, and occasionally they try something again (V1, V2, V3, V1, V1) or keep trying to improve. (V1, V2, V3, V4, V5, V6…)
However, if they test previously-run versions and never return to an earlier ad, you can take that as a good sign that the ad they stopped running just didn’t work for them.
In the image above, V11 is a workhorse ad. Sure, they might find a better variation in the future, and when they do, keep an eye on it. Because here, version 11 is their trusted copy that works better than 19 other tries. Even without seeing their conversion rate or CTR (truer marks of success), we can make careful assumptions that this ad copy performs well for them.
We suggest: Delete the copy where previous advertisers cut bait, and keep the versions that look strong.
Save your ideas, and repeat this exercise with a new keyword.
Putting it to Work
With the ad copy variations you select, you can break apart headlines from other ad components like body lines #1 and #2. Now you are ready to put your ad optimizer to work. (We like http://adcomparator.com/ for its streamlined technique.)
Load in variations of the ad elements, and the ad optimizer will soon build combinations that help you test Headline A against Headline B in your campaign in as few steps as possible.
Soon, you will have amassed ad copy that you can test for your niche that still comes across engaging enough to convert. Good luck!