A/B Testing Tips for Optimizing Pay-Per-Click Ads

How can A/B testing be used to improve the effectiveness of pay-per-click ads, and what are some common mistakes to avoid when running A/B tests?

Have you tried top of funnel content for the campaigns? It could be cheaper as in Google the cpc wouldn’t be that high and you could re-target them with Facebook, which can also be cheaper in a sense.
How’s the keyword research or your ad groups look like? Maybe you can add new ad groups with cheaper cpc’s and new landing pages.
if they convert and you can make money, than what’s the difference how much is the cpc.
I would create a nice landing page, do keyword research and run the initial campaigns with manual cpc. Track conversions and once you have at least 50 or 2 months od data then I would start PMax or something like tCPA if you know the LTV of your customers.

I would create a nice landing page, do keyword research and run the initial campaigns with manual cpc. Track conversions and once you have at least 50 or 2 months od data then I would start PMax or something like tCPA if you know the LTV of your customers.

First of all, track as much data as you can and allow your campaign to gather enough data before making any tweaks, a 2 weeks minimum I would say but it depends. You can then check your stats and decide from there. I recommend using automation rules and playtest with different parameters, usually creatives or targeting.