Testing and Optimising Paid Search Ad Creative

Chapter 4 of Paid Search Optimisation

Testing ad creative within paid search campaigns should be a continuous process of learning and improvement, iterating towards the most effective communication that achieves the campaign objectives. This chapter provides guidance on implementing a programme of testing and optimisation for ad creative.

12 minute read

Continually testing and optimising ads for paid search campaigns ensures that the correct message is being communicated to the customer and aids their journey through the sales funnel. This chapter looks at how to carry out an iterative process of testing and optimisation for ad creative. It covers:

Testing strategy: How should tests on ad creative be run to ensure statistically significant results that can provide meaningful conclusions?
Ad elements: What are the core elements of a responsive search ad that are available for testing, and what type of tests can be carried out?
Continuous testing: Why is it important to adopt a mindset of testing as a cycle rather than a finite process, and what are the key factors that influence this?