5 AB Tests You Can Run to Increase Google Ads Landing Page Conversion Rates Every Month

Introduction 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.

It's called First Class Optimizations.

And it's in reference to the B2B AB tests you should run with EVERY Google Ads campaign, no matter the industry.

The Endless Possibilities of AB Testing

The thing is, there are hundreds of AB tests you can run, such as:

• Headline Variations
• Pinned Headlines
• Observation vs Targeting Audiences
• Mobile vs Desktop

The list literally goes on forever...

But there have 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 campaign's performance with Phrase and Exact match types. This will help you understand what's the best way to drive inbound pipeline for your business.

2. Bidding Strategies

Early on, I usually recommend starting with ECPC if you don't have at least 10 monthly qualified conversions. However, testing ECPC vs. Max Clicks to see which 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 shows 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 expected 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 landing page. This can massively increase your landing page experience (again boosting your Quality Score).

5. Short vs. Super Long Landing Page

This is more of a multivariate test, but having an absurd amount of content on a landing page can be a great test vs. a short, super concise landing page. I have found that for some ICPs, short is better, whereas for others, longer works best.

Conclusion: The First Class Optimizations

These are my First Class Optimizations.

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? (I'll give my honest feedback on if I would run them or not 😉)

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