What elements of your campaigns do you typically test (e.g., ad copy, landing pages)?

Great question—and honestly, testing is where the magic happens in campaign optimization. Here's a breakdown of the key elements I typically test, organized from quick wins to bigger-impact, deeper tests, depending on goals and bandwidth:

🔤 1. Ad Copy (Text & Messaging)
✅ Why test: First touchpoint. Big impact on CTR, Quality Score, and cost-efficiency.

What I test:

Headlines vs. emotional vs. value-based

Different CTAs ("Get a Quote" vs. "Start Free Trial")

Brand-first vs. benefit-first messaging

Ad extensions (site links, callouts, structured snippets)

🧪 Example: "Save 25% Today" vs. "Upgrade Your Workflow Now"

🖼� 2. Ad Creative Formats (Visual Assets)
✅ Why test: Different users engage with different visual styles, especially in Multimedia or Audience Ads.

What I test:

Static images vs. dynamic animations

UGC vs. polished creative

Product-focused vs. lifestyle imagery

🎯 Works especially well on Microsoft Audience Network campaigns.

🌐 3. Landing Pages
✅ Why test: Huge influence on conversion rate and lead quality.

What I test:

Long-form vs. short-form

Trust elements (testimonials, guarantees)

Lead form placement or type (multi-step vs. single-step)

Headlines & hero section copy

🧪 Small change, big win: A different headline can lift CVR by 30%+

🏷� 4. Keyword Match Types & Grouping
✅ Why test: Impacts cost, reach, and relevance.

What I test:

Broad match modifier vs. exact match

Branded vs. non-branded ad groups

Tighter vs. broader themed keyword clusters

🛠� Also test Negative Keywords to refine intent targeting.

🧠 5. Audience Targeting & Layering
✅ Why test: Helps find the right users, not just more users.

What I test:

In-market segments vs. remarketing

Layering audiences with keywords

Lookalike audiences (if importing from LinkedIn or via Microsoft data)

📌 Especially valuable on Microsoft's Audience Network or LinkedIn profile targeting.

🕰� 6. Dayparting & Bid Modifiers
✅ Why test: Performance often fluctuates by time or device.

What I test:

Time of day / day of week

Device performance (desktop vs. mobile)

Geographic bid adjustments

🧪 Example: Bidding more during business hours for B2B campaigns.

💸 7. Bidding Strategies
✅ Why test: Directly affects ROI and scaling potential.

What I test:

Manual CPC vs. Enhanced CPC

Maximize Conversions vs. Target CPA

Smart bidding vs. rules-based automation

🎯 Test at the campaign or experiment level to limit risk.

📈 8. Ad Platform Features
✅ Why test: Leverage Microsoft's ecosystem strengths.

What I test:

Multimedia Ads vs. Expanded Text Ads

Microsoft Shopping vs. Dynamic Search Ads

LinkedIn Profile Targeting (industry, job function, etc.)

📌 Microsoft Ads has unique levers—sometimes outperforming Google on specific segments.

🧪 Bonus: Experiments & New Features
When available, I test:

Microsoft Ads Experiments (for clean A/B splits)

Video Extensions

Audience Network integrations

Import behavior from Google Ads (to A/B Microsoft-specific strategy)

🔁 Final Thought:
I try to always be running one creative test, one targeting test, and one optimization test at any given time. This keeps learnings flowing without overcomplicating things.