What should i split test in google ads?

​When conducting Google Ad tests, it's important to focus on meaningful and actionable experiments that provide valuable insights for optimizing your campaigns. When choosing what to test, many marketers only focus on testing the offer, but that can be a huge wasted opportunity. 

Here are some examples of meaningful Google Ad tests to try this week...

Test #1: Ad Copy Variations

Test different ad headlines, descriptions, and call-to-action phrases to see which variations resonate best with your target audience. Monitor the performance metrics such as click-through rate (CTR), conversion rate, and cost per conversion to determine the most effective ad copy.

Test #2: Landing Page Testing

Create different versions of your landing pages and test them to identify the design, layout, and content elements that generate higher conversion rates. Measure metrics like bounce rate, time on page, and conversion rate to determine which landing page variant performs better.

Test #3: Ad Extensions

Experiment with various ad extensions like site links, call extensions, or structured snippets to enhance your ad's visibility and engage users. Compare the performance metrics to understand which ad extensions contribute to higher CTRs and conversions.

Test #4: Keyword Match Types

Test different match types (broad, phrase, exact, and modified broad) for your keywords to evaluate their impact on click volume, relevance, and conversion rates. Assess the performance and cost-effectiveness of each match type to refine your keyword targeting strategy.

Test #5: Bidding Strategies

Compare different bidding strategies such as manual CPC, target CPA, or maximize conversions to determine which approach delivers the best results for your campaign objectives. Monitor key metrics like cost per conversion and conversion volume to evaluate the effectiveness of each bidding strategy.

Test #6: Ad Placement

Experiment with different ad placements, including search network, display network, YouTube, or Google Discover, to identify which placements drive the most conversions or engagement. Analyze metrics like conversion rate, impression share, and cost per conversion to optimize your ad placement strategy.

Test #7: Audience Targeting

Test various audience targeting options, such as demographics, interests, or remarketing lists, to refine your audience segmentation and reach. Measure the performance metrics like CTR, conversion rate, and cost per conversion to identify the most responsive audience segments.

Test #8: Ad Scheduling
​
Test different ad scheduling settings to determine the optimal times and days to display your ads. Monitor metrics like conversion rate, click volume, and cost per conversion to identify the timeframes when your ads perform best.

​Remember to establish a control group for accurate comparison, set clear goals and key performance indicators (KPIs) for each test, and allow sufficient time for data collection before drawing conclusions. Implementing meaningful tests will help you make data-driven decisions to optimize your Google Ad campaigns effectively.