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, you are better served in accuracy and time management to 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 choose your effective and 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. Since Ad History flags ad copy changes from month to month, you easily spot where an advertiser shifted gears from one variation and where they stuck with ad copy that brought them the results they wanted.
Click on the “Export all ad variations” button (CSV or Excel) just below the chart’s legend. shown above
Keep this Ad History chart open so you can compare the text in your exported file against the color changes in the chart. Look where we marked the X's below. That's where advertisers updated the ad copy and didn't return to that version.
Delete the copy where previous advertisers cut bait, and keep the versions that look strong.
Save the file, 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!