Ad testing leads to better performance, not to mention saved time, and money. It can also be a good way to see what kind of promotions work better or worse for your own products. It will also help you tweak your landing pages and figure out any geo-targeting that you wish to implement.

When it comes to using your Yahoo account for testing, Yahoo offers this overview of how to do so:

1. An ad is comprised of a title, description, display URL and destination URL.
2. For each ad group, you can create up to 20 unique ads (ads must adhere to our Editorial Guidelines).
3. Your ads will be rotated for the keywords within each ad group.
4. You can enable ad optimization, which will favor ads that receive the highest-click through rate.
5. We encourage you to leverage our insert keyword feature, which will dynamically insert the bidded keyword into the title and/or description.

Tips Wasserman offered include:

• Set a performance goal.
• Remember the “watched pot” theory—give your ads enough time to go to work.
• The holidays are a perfect time to test your ads.
• Spot check: The ad that receives the most impressions will appear in the Most Displayed Ad box.
• Use what you learn. If you find certain offers really attract customers, start applying that strategy to the rest of your ads.

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