When it comes to PPC - what is "Custom Ad Copy" & the continuous split testing of ads to assure maximum ROI (Return on Investment)?
Custom Ad Copy? Where are you seeing that? Custom Ad Copy would be defined as the actual text in the Ads for your PPC campaign. I've never seen anything BUT custom ad copy in PPC networks. It is the part here (Ad Copy): Ad Title Phrase Ad Copy Ad Copy Ad Copy Ad Copy Ad Copy Ad Copy url[dot]com Using split testing ensures you are presenting the best Ad Copy to the intended audience. It assures you that the conversion ratio (%) is optimal and that you are showing the best ad to convert the most visitors. Split testing allows you to have 2 ads (or more) and show them to your intended audience. You can then look at the reports to see which ad performs the best. Once a clear winner is obvious, you can select that ad to be shown highest priority. It's always a good idea to TEST TEST TES ad copy to ensure ads are constantly fresh, evolving and relevant.
No problem... As some other in the forum have already pointed out... Head over to Perry Marshall's website for some good intro tips. You can get enough info out of the site without signing up for the spam marketing stuff. Also, check the AdWords forums and beginner guides. http://adwords.google.com/support/aw/bin/static.py?hl=en&guide=21899&page=guide.cs
The word Copy can be confusing to some people who are not familiar with advertising. It just means the wording of an ad or sales message. The split testing is where you can have two ads for each ad group, and one is slightly different to the other. You see which one performs best, then ditch the other one, and try to continually improve on the good one. But only test one thing at once such as just the title, main ad copy, or display url. Otherwise you won't know exactly why a particular ad performed better.
Agreed, the terminology is hard to get used to at first. But the custom ad copy does mean the actual words in your ads. Split testing just means creating one ad, then making another that is slightly different to see which one performs better for you.