1. A/B Testing 

The magic of A/B testing is the ability to compare two things with similar language or images. For example, our agency might use two different photos for similar ads and then keep the content the same on both. Doing this allows us to see which image performs best. The same can be said for copy. You can A/B test copy by keeping images the same and switching up the language. This way, companies can get a sense of how customers respond to certain products, images, language, etc. 

Plus, A/B testing is not limited to just ads. It can be used when sending out emails, creating landing pages, and more. The Harvard Business Review writes that A/B testing has become so popular it’s “used to evaluate everything from website design to online offers to headlines to product descriptions.”  

2. Battling Low Conversion Rates 

One of the main things that we do as a creative design agency is to check on the conversion rates for our ads. Finding conversions, clicks, and impressions on Google Ads is pretty straightforward. What’s complicated is how PPC agencies handle those numbers and adjust ads to fight low conversion rates. 

If we see an ad isn’t converting well, we like to utilize A/B testing, check on the audience that we are targeting, or consider whether or not we could get better conversions using the integrity of an ad, but on another platform. Different companies tend to perform differently depending on whether they are advertising on Facebook or LinkedIn. For example, if you aim to target professionals, then LinkedIn is the best website for that goal. 

In terms of a good conversion rate, Wordstream says that based on research, “across industries, the average landing page conversion rate was 2.35%.” This will obviously fluctuate from one campaign to another, but it’s good to have a number in mind when checking our ads on a weekly basis. 

Read all about the positive conversion rates we created for a credit union right here. 

3. Reversing Ad Fatigue

Ad fatigue is a regular occurrence that can happen to any campaign. In short, fatigue means that an advertisement is being shown frequently, causing a target audience to see the same ad repeatedly. That audience then becomes “fatigued” at seeing the same content and generally interacts with it less often. 

As a PPC agency, it’s crucial for us to check on ad fatigue and keep in contact with clients so that we might update the verbal or visual intent of an ad. By doing this, we can show the same audience something new while still getting the same message across. Apart from updating imagery and copy, we also change our bids on ads. How much you are paying for an ad to run can greatly affect your outcome. As you might have guessed, the more you spend on an ad, the more people you can reach. However, there is a cost-effective method for changing bidding and reversing ad fatigue.  CPM. CPM is the cost per thousand impressions. Inc. writes that “if you’re running a CPM campaign optimized for conversions, a high ad frequency won’t necessarily raise your costs.”  

Want to see how we approach an entire campaign? Check out our work with Certified Piedmontese here.

As a creative design agency, we watch our ads diligently and use the above tricks in order to produce the best results for our clients. Want to find out more about working with PLAY?