Step-10:Split Testing.
One very important theme to consider with headlines (and
the body of the ad too) is split-testing. Split- testing means pitting two of
your ads head to head in
the same ad group – you let the ads run until one of them is quite clearly the
better of the two (generally
wait until you have 20-30 clicks before making a decision), and then you take
the winner and pit it against another of your ads - over and over again.
Split-testing should really be a continuous process. I regularly return to my
old campaigns and spend some time split-testing new ads. Very often I can double
my already solid CTR within a week or two of split- testing. Start with the
fool-proof methods and then split-test slightly more creative ads against your
existing ones.
Despite many marketers knowing about split-testing it always surprises me how
few actually make it a habit. I split test headlines first, and then when I am
comfortable with my headline I start to split-test the body of the text.