Entrepreneurs

Title Case vs. Non-Title Case for PPC Ads: What’s the Best Option?

Do you invest in ad copy testing? If you are like me, you know this is an important part of your strategy.However, it can be difficult to know where you should begin. There are countless directions you can choose to go with ad copy testing, which may result in decision fatigue. If this happens, you may just stick with the same ad copy you have been using.

While you have several options when it comes to testing ad copy, keeping things simple is best. A good way to start testing your ad variations in copy is by running a split test. This is done by creating variations of your ads that use sentence case versus title case.

Sentence Case vs. Title Case in Ad Testing

Title case means you capitalize every word or proper noun in your search ad headlines. If you use sentence case in your ad copy, it will follow the same rules you use when writing an email or blog post. With sentence case, you capitalize the first word in each of your headlines.

The Development of a Controlled Test

When you create a controlled test, you must follow a few basic rules. The first is that you have a controlled variable in your experiment. One example is if you were running a test between two of your search ads that include unique text for every headline and unique copy under the headlines. In this case, it would be hard to figure out why one ad gains more success than others. Was it your headlines or descriptions?

You need to test an isolated variable. An example of this is duplicating your ad, so the headline text and ad copy stay the same. At this point, you can use the original version as your control ad and sentence case for the titles of your variable ad (this is the ad you copy).

Once everything is set up, view the ad variations to figure out which one is more effective.

Figuring Out Which Ad Is the Winner

When figuring out what ad is the winner of your test, one of the best metrics to look at is the click-through rate. Even if the end goal of these campaigns is to increase conversions, when testing title case vs. sentence case, you need to look at how many people you can get to interact with the ad.

If you want to ensure that your ads are successful, testing is a must. With the information here, you are on your way to creating ads that will generate the best possible return for your investment. While testing between sentence case and title case may seem small, it can have a huge impact on the overall success of your paid ad campaigns.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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