Posted by Lance DeGroot, Senior Media Manager To effectively drive optimal performance for a paid search program, continuous testing is the name of the game. While paid search best practices constantly advance and evolve, so do best practices for testing. One popular form of testing here at Performics is A/B landing page testing, also referred to as split testing. A/B landing page tests are used to determine which landing page achieves a particular goal more effectively; more often than not this goal is conversions. Paid search is an ideal environment for A/B landing page testing due to the large traffic potential from the search engine results pages (SERPs). Testing in an environment with a sufficiently large amount of traffic enables advertisers to achieve statistical significant results in a relatively short period of time. A/B landing page tests are also easy to set up and manage for advertisers. Implementing an A/B landing page test accurately is critical so advertisers don’t waste time or money getting insignificant results. With continuous testing, advertisers have the potential to see dramatic improvements in performance. BENEFITS OF A/B TESTING
SET UP and IMPLEMENTATION of BEST PRACTICES The initial set up and implementation of an A/B landing page test is simple. Following the best practices outlined below will help advertisers deploy successful A/B landing page tests:
All paid search advertisers should continually test and learn via A/B testing. By following these best practices, advertisers can ensure that conversions (or other paid search KPIs) never plateau.