I was testing out a new traffic source with a campaign I’ve launched, threw up 2 ads to test the waters and after a few days one of them was getting about 0.20% better CTR so I paused the loser and was ready to look into other areas such as LP because the campaign wasn’t profitable (almost breaking even).

Today I took about 5-10 mins to throw up another ad to test against the winner, completely different approach to the current ’winner’ to test out the audience. Basically just trying to see what appeals to them the most in terms of wording, images etc. This is using banner creatives by the way

Lone behold the new test is doing way better than the original winner, it’s performing about 0.30% better. To put things into perspective it works out that if the CTR remains the same I will be paying ~$0.03 less per click – I know that’s not huge but over 10,000s or 100,000s of clicks it’s a massive saving.

Plus it gives me a new winner to try and tweak the CTR even higher and reduce the overall cost per click.

Obviously with this there is a stage where you can become complacent with the ad and move onto other areas, you could spend all your life working on the ads for a campaign trying to increase the CTR that little bit. I would make it a goal to make it hit $X profit or get a X% ROI and move on.

That doesn’t mean after a few weeks or month you can go back and shake things up a bit with a new ad.

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