subject: Advice To Make Your A/b Split Testing For Adwords Easier [print this page] Visualize yourself with your AdWords account open on your computer screen, looking at the two ads you've just created for your next A/B split testing experiment. Will people click more often on the headline "Cheap Holidays" or "Fantastic Holidays"?
If you are confused and wondering why anyone should care, then you're missing out on the most powerful tool for improving your AdWords advertising performance - split testing.
Anyway, you've started your latest headline test and the next day you discover that your first ad ("Cheap Holidays") has 23 clicks and your second ad ("Fantastic Holidays") has 31 clicks. Has your second ad won, or should you let the test run a little longer, just to make sure?
This question really matters!
Test for too long and you are wasting time and money. However, decide on a winner too soon and you risk changing your ad based on a false assumption.
How can you make that important decision with the confidence that you are getting it right every single time?
There is only one answer to this question and it can be found in the mysterious world of statistics.
Your A/B split testing results are reliable when the following formula is true:)
( (W - L) / 2) > N
where:)
1. N is the number of trials. For the previous example, this is 31+23=54.
2. W is the number of clicks for the winning ad. For the previous example, this is 31.
3. L is the number of clicks for the loosing ad. For the previous example, this is 23.
Applying the above formula to our example,
((31-23)/2) =16
16 is smaller than 31 + 23 = 54 so the formula is not true, we therefore need to keep testing.
Okay, you're probably thinking that you have lots of different ad groups in your AdWords account and you really can't be bothered to spend hours every morning hammering keys on a calculator, checking each one against this formula to see if you've got a winning ad.
The truth is that you don't have too:)
You can now get an application online that will scan your AdWords account every day, perform the required analysis on it and tell you which of your ads has won.
You can now log into your AdWords account only when you get an alert. Your email alert will tell you exactly the ad group you need to look at and which was the winning ad. Delete the loosing ad and write another - your done!
The neat thing is that not only do you get informed when you have a winning ad, but you're also told when you have two ads that are performing just too close to call.
You really need to know this, because you will be wasting time with a test if your results will never show a clear winner. You just have to abandon the test, delete one of your ads and start a new test.
This is A/B Split Testing done the easy way. All the hard work of working out if you have a winner is done for you, allowing you to concentrate on writing good ad copy.
by: Adrian Key
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