When running a paid search account, one of the crucial parts of the process is testing. Of course, you could argue that it is easier to test in high volume accounts because of how simple it is to collect the necessary data to run the tests, but for now, we’re talking about low volume ad accounts. Testing in such accounts takes time, so it’s important that you and the key stakeholders know exactly what to expect, so that everyone is on the same page.
Accept that it’s going to take time
In low volume accounts the tests will typically take 30-60 days (sometimes even up to 120!) to reach any significance. Be proactive and see how long the test will take and think realistically about running it before you go ahead. Stay one step ahead and do your research first, anyone in the biz worth their salt will make sure they’re covered first and foremost, then plan it all out. Know exactly what results you’re aiming for, design the implementation and using historical data, calculate how long it’s going to take! Be clear from the get go and make sure all parties agree to a written agreement so you can approach it in with the same consensus.
Be careful making any changes
Due to the lengthy nature of testing low volume accounts you should always check what is currently being tested before optimising the account so that you don’t interfere with any tests already in progress. We’re all human after all, so forgetting that tests are already running is easily done when it can take up to 4 whole months. Can you remember everything you’ve done the last 120 days? Don’t forget that every little change will affect the results, much like the butterfly effect, so for tests including multiple campaigns, tread very carefully on every change you make. You may find yourself in a situation where your client requests a change, so make sure you discuss the effect that it will have on the test and note that it has been disturbed as to not confuse yourself when interpreting the results at a later date.
Know that there is no such thing as a perfect test
When it comes to PPC there is no such thing as perfect testing. As much as we would like to take the reins 100% of the time, we can’t. There are a lot of variables that are out of our control such as user intent and seasonality, which will affect tests that are running on a month to month basis.
It’s not all out of our hands though, by consistently communicating everything regarding our accounts and tests, we can help run a tighter ship when it comes to our ads so that we have the very best chance of success.
Time to test,
Are you ready?