How can you use search ad testing to improve e-commerce sales?

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Search ads are one of the most effective ways to drive traffic and conversions for your e-commerce store. But how do you know if your ads are performing well and reaching the right audience? The answer is search ad testing. Search ad testing is the process of creating and comparing different versions of your ads to see which ones generate the best results. In this article, you will learn how to use search ad testing to improve your e-commerce sales.

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Vlad I.

Top LinkedIn voice; #armUkraineNow #stoprussianaggression ????
Alexander Swade

Follow to learn how to do advertising | building the best amazon ads team in the world | > 1bn lifetime advertising…
Anders Hjorth

Retail Media Consultant @ EPAM Systems | Digital Marketing & Retail Media Expert

1 Why search ad testing matters

Search ad testing matters because it helps you optimize your ad campaigns and improve your return on investment (ROI). By testing different elements of your ads, such as headlines, descriptions, keywords, landing pages, and extensions, you can discover what works best for your target market and your products. Search ad testing also helps you avoid wasting money on ineffective or irrelevant ads that lower your quality score and increase your cost per click (CPC).

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Alexander Swade

Follow to learn how to do advertising | building the best amazon ads team in the world | > 1bn lifetime advertising spend
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Advertising always comes with testing. Except for big tv or out of home flights the majority of digital advertising is created in a way that you can always iterate on the setup and you should. Come up with hypothesis and test into them.

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Anders Hjorth

Retail Media Consultant @ EPAM Systems | Digital Marketing & Retail Media Expert
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Search Advertising is a great and easy place to test ad copy. But you can also take your testing one step further and rest your market for category champions. Say you have a range of 3 different products in a category. They have a slightly different positioning but belong to the same category. This could be sunglasses. In a search advertising context, you can now set up a category landing page with the three product and alternate your ads between the three products. This will help you define which product is the most attractive and which products you should upsell to. Put a layer of geotargeting over it to learn geographical preference. Stay away from PMax and anything AI driven if you want to learn from behaviour.

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2 How to set up search ad testing

To set up search ad testing, you need to use a tool that allows you to create and run experiments on your ads. There are many tools available, such as Google Ads, Microsoft Advertising, or third-party platforms like Optimizely or Unbounce. Depending on the tool you use, you can set up different types of tests, such as A/B tests, multivariate tests, or split tests. The main difference between these tests is the number and combination of variables you test at the same time.

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Vlad I.

Top LinkedIn voice; #armUkraineNow #stoprussianaggression ????
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While A/B testing is often recommended for beginners due to its simplicity, it may not always provide the most comprehensive insights. Multivariate testing, although more complex, can offer richer data as it tests multiple variables simultaneously, potentially leading to more nuanced and effective strategies.

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3 How to choose what to test

Choosing what to test depends on your goals and your hypotheses. You should have a clear idea of what you want to achieve with your ads and what you think will influence your audience's behavior. For example, if you want to increase your click-through rate (CTR), you might test different headlines or keywords that match your customers' intent. If you want to increase your conversion rate (CVR), you might test different landing pages or extensions that offer value and urgency. You should also prioritize the most impactful and relevant elements of your ads and test them one at a time or in small groups.

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Laura Barbu

Founder | Brand & Innovation Catalyst | CMO
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Independently of the part of the ad you decide to test, according to your CTR or CVR objectives, make sure you also test the best Ad Scheduling opportunity: Test different ad schedules to determine when your audience is most active and likely to convert. Adjust bid adjustments accordingly.

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4 How to measure and analyze your results

Measuring and analyzing your results is crucial to determine the effectiveness of your search ad testing. You should use metrics that align with your goals and reflect your performance. Some of the most common metrics are CTR, CVR, CPC, ROI, and quality score. You should also use statistical methods to compare your results and ensure their validity and reliability. For example, you can use confidence intervals, significance levels, or p-values to measure the difference between your test groups and the probability of error.

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5 How to apply and iterate your learnings

Applying and iterating your learnings is the final step of search ad testing. Based on your results, you should implement the winning versions of your ads and pause or delete the losing ones. You should also document your learnings and share them with your team or stakeholders. You should not stop testing after one experiment, but rather continue to test and optimize your ads regularly. You can use your previous results as a baseline and test new variations or elements to improve your performance further.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use search ad testing to improve e-commerce sales?

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3

4

5

6

1 Why search ad testing matters

2 How to set up search ad testing

3 How to choose what to test

4 How to measure and analyze your results

5 How to apply and iterate your learnings

6 Here’s what else to consider

E-commerce

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How can you use search ad testing to improve e-commerce sales?

1

2

3

4

5

6

1 Why search ad testing matters

2 How to set up search ad testing

3 How to choose what to test

4 How to measure and analyze your results

5 How to apply and iterate your learnings

6 Here’s what else to consider

E-commerce

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