Learn how to Succeed with PPC Marketing

Ask any real PPC professional, and they will tell you that the #1 key to being successful with pay per click marketing is split-testing.

The reason why is that without testing everything having to do with your campaign, you are destined for failure. Not only do you need to optimize your PPC text ads, but you also need to make sure your bid prices are being optimized.

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Did you know that just changing one word in an ad or adding a question mark to the headline of a text ad can increase click through rates by more than 500%? The same thing holds true with landing pages. Changing an image or shifting the layout of your site will have an impact (negative or positive) on your overall conversion rates.

To be successful, you have to test all the time. As soon as one test is done, you need to move on and test the same thing again.

One easy way to split test your text ads is to use what is called the chi-squared formula. What this formula tells us is at which point (how many clicks) a test is relevant, at which point we can declare a winner and move on to the next test.

In order to be sure that what the information we have is relevant, we can use the chi-square formula to make sure that the results are 95% conclusive.

An example of this is if I were to play Lebron James in a game of one-on-one, there is a small chance that I might beat him once. But if Lebron and I were to play 50 games of one-on-one, there is almost no chance that I would win more than him over the course of 50 games. 1 game is really insignificant.

This is the same concept we talk about in this article. You need to make sure that you have enough data to make educated decisions.

Believe it or not, it is hard to find PPC management companies that split-test like this for you. No matter what you do, make sure that you are always testing your campaign. Otherwise, you are pretty much doomed from the start.