A/B split tests can be one of the simplest ways to determine which keywords or ad copy work best with a PPC ad, since it allows Google to show two versions of the same ad to different searchers. Dee
Barizo outlines a three-step process for improving a campaign's CTR through performing this kind of test.
First, change the way the ad is actually served by changing the Ad Serving
setting to "rotate" instead of "optimize." You can change this setting for each campaign separately in the Advanced Options section of your AdWords account. Tweaking this setting ensures that Google
doesn't try to optimize and begin serving the better performing ad automatically.
Once that setting is changed, you create a new variation of the ad, and then let the split campaign
run until both ads get 60 clicks. Barizo notes that assessing both the CTR and cost per conversion of each ad is important for determining which one performed better.
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