When you do a split test of 2-3 ads, do all of you pretty much set up one separate landing page per ad (within the split test) so the theme and feel of the ad matches (and is relevant to) the landing pages' headline and first few sentences? Or do you set up a single landing page for all the ads collectively in a split test? I suppose it depends on your landing-page set ups. My testing pages all have a large headline at the top meant to keep them reading so I figure one page per ad is the best path to relevancy, sales and QS wise. I'm just trying to plan my time for all the work ahead of me. Thanks. sm.
Considering it isn't the ad that will convert, the ad only is a gateway to the landing page that will convert, you experiment with different pages. The only reason you experiment with different ads is so that you can increase your click throughs. Of course, make sure all your ads/keywords are relevant, but the key will lie in your landing page, and to make sure you set up your beacon tracking correctly, otherwise this page testing is useless.
Test one page with many ads to increase your click rate. Then test the best of those ads with different pages to try to increase your conversion rate.
OK, so it sounds like the relevance between the wording of the ad and the headline/first few sentences of the landing page doesn't matter as much as when the ad and landing page is relevant to each other with the keywords AND as long as I get clicks and conversions with the right ad/page combinations.... sm.