Oftentimes, advertisers only run one ad per Ad Group. But what they don’t know is that they’re missing an opportunity to increase their AdWord’s performance. Therefore, they’re losing revenue and their return-of-investment (ROI). To prevent that, advertisers can do ad testing.

Why do you need ad testing? Because it can help you discover which offer generates the most leads; and it increases your quality score, conversion rate and click-through rate (CTR). Moreover, it improves your ROI and gets you ahead of your competitors.

Ad testing can be very beneficial for advertisers, but the question here is: How many ads should you run and for how long?

How Many Ads Should You Test?

Depending on the number of clicks that your ad group gets every month, you can run a number of ads from 2 to 200. For example, you’d like your ad to have 100 clicks first before comparing its CTR and deciding to keep it. The next thing you have to do is divide the ad’s average number of clicks per month by 100. The result will be the maximum number of ads that you should test every month. So if a particular ad group gets 500 clicks every month, you can run 5 ads. You can also lessen the click volume to 50 or 75 if you want to test more ads even if you’re not sure of your data.

As for the cost of your ad test, you can compute it by multiplying an ad group’s cost per click (CPC) by total number of click volume per ads. So if you have 5 ads with 100 clicks per month, the formula would be:

Avg. CPC * 500 = Total cost of testing five ads.

Regardless of how expensive the amount of the test is, you shouldn’t be concerned. You would really shell out money anyway, and that would mean learning something that will improve your ROI.

Preventing Ad Testing Dilemma

Before you optimize everything, you should first group your ads accordingly. Otherwise, it’ll affect your ad group’s monthly statistics. Regrouping your ads in the middle of the month might require additional tests. Hence, you should plan what’s going to be tested first, and don’t change things all of a sudden. Your goal here is to find which ad generates more leads, so keep them stable during a test.

Knowing which ad generates more conversion can be tricky. However, a proper ad test can help you learn what aspect of your PPC must improve. In case you haven’t tried ad testing, it’s time you give it a try.