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  1. A/B or Multivariate? How to Choose the Right Type of Test

    Suppose you want to test the call-to-action (CTA) in your PPC ad and you come up with the following: So what you’ve created in this case is an A/B/C test where you're testing different variations of the CTA (element), which still falls under the A...

  2. Killer PPC Ads: The Fundamentals

    A call-to-action (CTA) statement helps to communicate the next step you want searchers to take. Since searchers are seeing your ad at the exact moment they express interest (by keyword search), urgency is a powerful concept to utilize with the CTA.

  3. Supercharge Your Conversion Rate Optimization: How to Structure CRO & Win

    Include CTA Button on Expanded Images: If you have expandable images on your site make sure customers can click to buy right there and then when they are lusting most. In many respects conversion rate optimization requires as much specialist skill...