Pay-per-click advertisement is one of the many key components of marketing campaigns. This is also considered to be one of the most costly part of the whole campaign. So, the adds need to be checked and tested regularly, to make sure, that one is getting the most out of the add. The A/B tests in PPC is simpler when compared to other A/B tests. One of the reasons is that there are less things to test. But this should not mean that less planning, and care should be taken while preparing, and then executing the tests.
As the process of A/B testing for PPC is a bit streamlined, the focus should be on 4 things. Firstly the headline, then the body text, after that the link, and lastly the keywords that are displayed in the ad. The headline is that part which will be shown as the link in blue, in the search results. This is usually done to reflect, what is being offered. This is generally very short, up to 5 words. This has to be to-the-point. This will be even better if it contains the keywords.
The body text can be described as the Meta tag of the page. This will be shown in the organic searches. This is usually given, so that the users can get an idea of what the ad is trying to sell. It also gives a brief idea of what one might expect when they open the link.
The ad link should have as much of an impact as the ad. In most of the cases, it is suitable for the ad link to a product page or a landing page. You would not want the ad to open up the homepage unless, you are selling only one product, and the homepage of your website also doubles up as the landing page of the website. Another idea might be considered of liking the ad to a mini-site, which is specifically designed to use in PPC campaigns.
Some of the marketers also feel that their ad should show up in the search results for any closely related keyword search. But some of the keywords, and phrases will works better than others. To get the most out of the campaign, your need to track the ad with different results of keywords to figure out which will be the best for your website.