The Search Engine Land contributor Ginny Marvin has shared some expert testing tips for the PPC accounts based on a discussion between Amalia Fowler and Aaron Levy at SMX East.

Marvin says, “In a session at SMX East on testing in paid search accounts, speakers Amalia Fowler, account director at Snaptech Marketing, and Aaron Levy, director of paid search at Elite SEM, approached the topic from two polar perspectives: low volume accounts and enterprise-scale accounts. The juxtaposition made for engaging discussion.

Amalia Fowler on testing in low volume accounts

In discussing testing risks and challenges for low conversion volume accounts, Fowler stressed the need to be extra selective and strategic about what you test. She provided a template for a “What if” testing ideas spreadsheet in which teams can collaborate to capture what has been tested in the past, those results and ideas for future tests.

“We need to consider, what would happen if [the test] failed? Is the business going to be okay? Will stakeholders be okay with failure?” said Fowler. Importantly, she added, “We need a hypothesis for every test. That’s the guiding force for the entire testing process.”

Particularly for low volume accounts, it may be necessary to test across multiple campaigns or ad groups. Fowler also said she sometimes lowers the statistical confidence level for a test from 95 percent to 90 percent”.

Expert testing strategies for both low and high volume PPC accounts

Search Engine Land

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