Guide To Ad Copy Testing

1. Decide how many copies that you would like to test.  Use the control as your baseline, and for ideas to test check out the competitive landscape.  Also, You can test ad copies based on what you are looking to get from your test (increased CTR, Branding, Improve Conversion Rate or Order Value.) Leverage product/service competitive advantages or what sets you apart from everyone else.  You can call out sales, LTO’s, or a Free value added service.
2. Once you have decided on the number of ad copies to test, make sure you can track each one independently from start to finish using tracking links, in-house reporting, or a Console Analytics Program. 
3. Launch the test, but make sure you test the ads on a rotating basis, this will ensure that each ad gets nearly the same amount of impressions and makes breaking down the results easier.
4. Allow the ads to run for enough time to get relevant and accurate results. 
5. Do not select the winner solely based on CTR but look at the results from start to finish for each ad.
6. Breakdown the ads versuses the control ad that had been running before the copy test.  Look at all aspects from the results and remove any and all outliers.  Select a winner based on a combination of CTR, Conversion Rate and Order Value.  Also look at the costs associated with each ad.