In the realm of search engine marketing (SEM), there’s a growing debate on the optimal number of headlines and other assets to use in search ads. Recently, a colleague shared a strategy they encountered, advocating for the use of fewer headlines and assets to simplify A/B testing and provide clearer insights. While this approach has its merits, it's essential to consider the specific needs and priorities of each client before making any sweeping decisions.
The Case for Fewer Assets
Here's why the "fewer headlines" approach can be a valid testing strategy:
Sharper Focus: With fewer headlines, each one gets a higher share of impressions. This means you gather data on each headline faster, allowing you to identify winners and losers more efficiently.
Testing Made Simple: When faced with 15 headline slots, crafting compelling variations can be overwhelming. Using a smaller set frees up mental space and allows you to focus on truly differentiating messages.
Prioritising Testing: If A/B testing ad copy is your top priority for a specific campaign, this approach helps you isolate variables and gather learnings quickly.
Balancing Ad Quality and Testing
However, it's important to remember that there's another side to the coin:
Quality Score: Leaving some headline slots empty can negatively impact your ad's quality score and ranking potential.
Missed Opportunities: Fewer headlines reduce the chance of resonating with a broader audience. Different users respond to different messages, and a wider variety allows you to cater to those variations.
When creating ads, I typically incorporate keywords, calls-to-action, value propositions, rhetorical questions, and unique selling points. This diversity aims to capture attention and drive clicks from a varied audience base. Therefore, while fewer assets might simplify testing, it’s essential to ensure that the ads remain compelling and relevant to different users.
Client-Centric Decision Making
Ultimately, the decision on the number of assets to use should be tailored to your business' specific needs and priorities. For my clients, I like to understand your value propositions or unique selling points, which significantly influence my ad copy strategy. If your messaging hasn’t evolved in a long time, it might be beneficial to allocate a portion of the budget specifically for testing. Alternatively, isolating testing within a particular campaign can mitigate risks to overall performance while still providing valuable insights.
I don't believe in one-size-fits-all solutions. Instead, I work with you to understand your business goals. This allows us to craft a targeted set of headlines to test, maximising the effectiveness of your A/B tests.
By focusing on the the business' goals—whether it’s maximising ad quality or prioritising testing for insights—we can make more informed decisions that drive meaningful results.
Ready to Optimise Your Search Ads?
As a Digital Marketing expert and certified UX designer, specialising in integrating user-centred approaches into digital strategy, I understand the importance of crafting messages that resonate with your target audience. If you're looking for support in optimising your search engine marketing campaigns or require a consultation on your digital strategy, feel free to reach out!
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