The Fallacy of Ad Testing

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Ad copy testing is one of the staples of good SEM agencies. “Test and test often” is a bit of wisdom you’ll hear over and over in the field.

But do you know exactly what you’re testing? Can you really trust the results? In most cases, the answer is no.

I’ll explain using a recent example from one client’s account.

Two ad copies, A1 and A2, were tested using the last 30 days as the time frame.

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