How to Pick the PPC Ad That Makes You the Most Money

By John Somerton • November 12th, 2008

Any decent pay per click marketer knows that the best campaign results are obtained through a rigorous test and measure approach. A/B split testing of PPC ads and landing pages in an effort to continually improve response rates for email opt-ins, lead generation, and sales is essential to win in any competitive market place.

On the surface, that sounds like simple common sense. The not so simple part though is in making the decision of which ad to run with, and which to can. In other words, when A/B split testing, do you choose ad A or ad B? Based on what criteria? And how confident can you be in that choice when, after all, it’s based on a statistical guess about which ad will outperform the other going into the future based on past evidence?

Well, Glen Livingston has come up with a fantastic (and free) tool to solve just that very dilemma based on the one metric that matters most - money in your pocket - also known as profits.

Here’s a video on how exactly he goes about using the various metrics available to any sensibly-run pay per click marketing campaign to select the most profitable ad - it’s not intuitive and you’ll find the result a little surprising!