How to Test and Perfect Nearly Everything in PPC for 2024

Deciding which method to use

When it comes to testing and perfecting everything in PPC for 2024, it’s important to first decide which method to use. There are various approaches to testing in PPC, and choosing the right one for your specific needs is crucial to achieving successful results.

Drafts and experiments

One effective method for testing and perfecting nearly everything in PPC is through drafts and experiments. This approach allows you to make changes to your campaigns and ad groups without affecting the live version, giving you the opportunity to test different strategies and see how they perform.

Example: A/B test landing pages with drafts and experiments for conversion rate

For example, you can use drafts and experiments to A/B test different landing pages to see which one results in a higher conversion rate. By making changes to the draft version, you can compare the performance against the original and make data-driven decisions about which landing page to use.

Manually-scheduled A/B tests

Another approach to testing in PPC is through manually-scheduled A/B tests. This method allows you to control when the tests are run, giving you the flexibility to test specific changes at strategic times.

Example: How fast do quality scores pick up after campaign transition?

For example, you can use manually-scheduled A/B tests to determine how fast quality scores pick up after transitioning a campaign. By comparing the performance of the original and modified campaigns, you can gain insights into the impact of the changes on quality scores.

Before/after tests

Before/after tests involve comparing the performance of a campaign or ad group before and after making specific changes. This method is useful for evaluating the impact of changes over time and identifying trends in performance.

Example: Does Google reward cheaper product prices with more impressions?

For example, you can use before/after tests to determine if Google rewards cheaper product prices with more impressions. By comparing the impressions before and after reducing prices, you can assess the impact on visibility and make informed decisions about pricing strategies.

Google Merchant Center experiments

Google Merchant Center experiments allow you to test changes to your product data and see how they impact the performance of your Shopping ads. This method is particularly useful for e-commerce shops looking to optimize their product listings and drive more sales.

A/B testing tools

There are various A/B testing tools available that can help streamline the testing process and provide valuable insights into the performance of your PPC campaigns. These tools can help you set up and run tests, analyze the results, and make data-driven decisions about optimization.

Optimizing current accounts and performance

Once you have conducted tests and experiments, it’s important to focus on optimizing your current accounts and performance based on the insights gained. This involves implementing changes based on the test results and continuously refining your PPC strategy.

Optimization example: Shopping campaign segmentation

For example, you can optimize your Shopping campaigns by segmenting your products based on performance data from A/B tests. By grouping products with similar attributes or performance metrics, you can tailor your bidding and targeting strategies to maximize results.

Black box example: Bidding on products is like ‘Broad Match’

Another aspect of testing and perfecting nearly everything in PPC for 2024 is understanding the ‘black box’ nature of certain elements, such as bidding on products. This requires experimentation and testing to uncover insights and optimize performance.

Common pitfalls

While testing and perfecting everything in PPC can yield valuable insights, it’s important to be aware of common pitfalls that can affect the accuracy and reliability of your tests.

1. Statistical significance

Ensuring that your tests have a sufficient sample size and statistical significance is crucial to drawing reliable conclusions from the results.

2. Don’t aggregate

Avoid aggregating data from different sources or campaigns, as this can mask important nuances and insights that are specific to individual elements.

3. Think outside the box

Don’t limit your testing to conventional metrics or strategies. Thinking outside the box and testing unconventional hypotheses can lead to innovative and impactful optimizations.

4. Know your surroundings

Consider external factors that may impact the performance of your tests, such as seasonality, industry trends, or changes in consumer behavior.

5. Look out for cannibalization

Be mindful of potential cannibalization effects when testing changes, especially in multi-channel marketing efforts where changes in one channel may impact another.


Testing and perfecting nearly everything in PPC for 2024 requires a strategic and data-driven approach. By utilizing different testing methods, optimizing based on insights, and being mindful of common pitfalls, e-commerce shops can enhance their PPC performance and drive impactful results for their businesses.