PPC Copywriting: The Evolution of a PPC Split Test

Yesterday we talked about persuasive copywriting for PPC ads, and as promised, today we’re going to talk about strategies for split testing ads. I’ve heard most PPC experts recommend you test headlines first, because they are most visible and are believed to influence click through rate more than body copy (because people have a tendency not to read things if they don’t have to). But I’m going to go against the gurus and suggest how you could test offers and value propositions first, using a