a single source, nothing corroborates it
Split-test one word of the ad at a time
Change a single word and hold everything else constant, because one word can absorb the entire click volume and the platform will then serve that version by itself. Testing whole variants at once tells you which combination won but never why.
The method
- 01
Split-test one word of your ad copy at a time; a single word can absorb the entire click volume.
What it returned
- 51
Two otherwise identical Google ads differed only in using free versus beautiful, and every one of the 51 clicks went to the free variant, after which Google served that version around 80% of the time.
Sources
- MVP PricingCory Zue · coryzue.com · Early Pessimism · 2017-06-11
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected