5 Google Ads AB tests that increase LP conversion rates

Intro to First Class Optimizations

Before I get into the 5 tests I always recommend, I want to introduce a philosophy I use with all my AB testing efforts.

… and this is in reference to the B2B AB tests you should run with EVERY Google Ads campaign no matter the industry.

The thing is, there are 100s of AB tests you can run...

1. Headline Variations

2. Pinned Headlines

3. Observation vs Targeting Audiences

4. Mobile vs Desktop

The list literally goes on forever…

But there has consistently been a few AB tests that are absolutely crucial to the success of every B2B campaign I run...

So let's get into them.

1. Match Types

It's absolutely crucial to test your campaigns performance with Phrase and with Exact match types.

This will help you understand what's the best way to drive inbound pipeline for your biz.

2. Bidding Strategies

Early on, I usually recommend starting with ECPC if you don't have at least 10 monthly qualified conversions…

however - early on - testing if ECPC vs Max Clicks leads to higher pipeline is an amazing test.

ECPC is likely to have higher CPCs but you will also show up higher in the advert spots.

Max clicks will have more clicks and lower CPC but usually you show up in the bottom advert spots.

Run an AB test to see which one actually increases pipeline at an affordable rate for you.

3. Pinned Headline Test

Pin the headline that qualifies your audience vs not pinning any headlines. You'd be surprised how this influences your Exp. CTR

- an absolutely crucial factor in Google Ads quality scores. (Higher quality scores = lower CPC)

4. Landing Page Headlines

If you find the pinned headline that increases expected CTR then pair that headline with the headline of your LP.

This can massively increase your LP Experience (again boosting your Quality Score)

5. Short vs Long Landing Page

This is more of a multivariate test

- but having an absurd amount of content on an LP can be a great test vs a short can super concise LP.

I have found that for some ICPs short is better - whereas for others longer works best.

Generally, getting through this list of AB tests takes 6-8 months if done correctly.

You need roughly a month to know for sure if something works better or not.

We outline all of these tests in our Google Ads Strategy plans - with tutorials on how to set these up.

What AB tests do you all like to run with your Google Ads?

This week in podcasts…

I had a conversation with the one and the only, Jacob Boneta!

What a cool convo this was - we talked about…

1. PLG and it’s impact on Lifecycle Marketing in the Dev Market

2. How to tie demand gen strategy to overall pipeline for dev markets

Give it a listen on Spotify, Apple, or YouTube this upcoming Tuesday 🙂 (Click the image)

Until then…

To Your Success,

Ian “Google Ads Strategy” Binek

p.s. I am going to be consistently posting a new podcast every Tuesday morning MST for the foreseeable future 🙂 They will be with CMOs, Marketing Directors, CEOs, and PPC Gurus! If you don’t want to miss an upload, then be sure to follow on Spotify, Apple, or YouTube! Links in the bio as well as above in the thumbnail image of next week’s episode!