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FLASH SERIES

Using Ad Testing Data To Set Up Foolproof

TestsHOSTED BY:

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Presenter

• Brad Geddes– Founder of Certified Knowledge

– Official AdWords Seminar Leader

– Author of Advanced Google AdWords

– Hero Conf London Keynote

– @bgtheory

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team

b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant

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Ad Testing is about Improvement and/or insights

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Single Ad Group Testing

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Multi Ad Group Testing

Idea 1Idea 2Idea 3Idea 4Idea 5

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Use Cases

Single Ad Group TestingInsights within an ad group- Best for high traffic ad groups- Best for Brand ad groups- Good for other ad groups after you’ve done some multi-ad group testing for global insights

Multi-Ad Group TestingInsights across a segment- Best for template created ads

- Best for small data accounts

- Best for market research

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Some Quick Examples

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Ask the Big Questions First

• Are consumers price sensitive? (discounts, prices in ads)• Does Location matter? (use geographies in ads)• Does shipping matter? (Free or Rush shipping)• Is selection important? (large, exclusive, variety, etc)• How much does quality matter? (cheap, luxury)• What’s your best CTA? (Call, Shop, Find, Discover, etc)• Should your display URL be products, geo, CTAs, or something else?

• Do we need to pre-qualify clicks? (b2b vs b2c)• etc…

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Should You Use Customizers?

Testing Problem:• 804 ads in test 1• 75 ads in test 2Solution: Use same ad groups for your test

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Exact Same Ad Groups in Test

Static Ad is Higher Conversion Rate, Lower in CPACustomizer is Higher in CTR & CPIWhat metrics are important to you?

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Should You Localize Your Ads?

Lead Gen Company 1: GEOs are Clear Winners

Next Step: Change a few campaigns to only target singe region with non-geo keywords and rerun test to see if there’s a difference. Then decide account organization.

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Company 2: Is the data consistent across devices?

Ideas from presenters are Ideas to Test: Not absolute facts for you to implement!

Desktop

Mobile

Always think through results. In this case, ads were localized – landing pages were not.GEO increased CTR, but nothing else. Is that the market or the website?Solution: Redo test with localized pages

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Should You Use Your Brand in Non-Brand Ad Groups?

First Test, it appears that the brand is so strong that you should use the brand name in non-branded ad groups.

It’s a good idea to test your results to ensure they are consistent.

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Don’t Just Do One Test - Same test: different results

Results aren’t 100% in yet…However, non-brand ad 1 is an ‘incentive’ ad. • This is for a travel company. Problem with many

bookings is people are afraid that the price will drop and they will overpay.

• Ad 1 talks to that issue with a coupon if the price drops

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How to Start Testing

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Determine Your Segments

Basic Segments: • Your brand• 3rd party brands • Products• Informational • Long tail• By buying cycle entrance• Etc…

Ad Type: • Text ads• DSAs• Image ads• Call only ads• HSAs• etc…

Devices:• Mobile• Desktops• All

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Define Your Testing Metrics

Metric Best UsageCTR: Click Through Rate Max Traffic (note: CPI is usually still better)

Conversion rate Most conversions from landing pageCPI: Conversion per Impression Most conversions possible

CPA: Cost per Conversion Lowering cost per conversionROAS: Return on Ad Spend Hitting ROAS goalsRPI: Revenue per Impression Maximizing revenue

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What Minimum Data To Define

Metric Impressions Clicks Conversions Timeframe

CTR Yes Optional YesCPA Yes YesConversion rate Optional Yes YesCPI Yes Optional YesROAS Yes YesRPI Yes Optional Yes

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Minimum Data Guidelines

Impressions Clicks Conversions

Low Traffic 350 300 7Mid Traffic 750 500 13High Traffic 1000 1000 20Well known brand terms 100,000 10,000 100 - 1000

The MINIMUM Data – It’s OK to have HIGHER Minimums|

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Define Minimum Confidence Levels

Term Type Minimum ConfidenceLong Tail Keywords 90%Mid data terms 90% – 95%3rd Party Brands you Sell 90% (small brands) to 95% (large brands)

Top Keywords (the ones you watch daily)

95% - 99%

Your Brand Terms 99%

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Define Maximum Data

•Option 1:–3 months

•Option 2:–Define maximums for each metric–Define timeframes

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Test by Device (if appropriate)

 Count of AdRow Labels Mobile All Effective Device

Ad Group 1 2 AllAd Group 2 NoneAd Group 3 1 2 Mobile/DesktopAd Group 4 3 1 Mobile/DesktopAd Group 5 10 AllAd Group 6 2 6 Mobile/DesktopAd Group 7 1 7 Mobile/DesktopAd Group 8 1 6 Mobile/DesktopAd Group 9 7 All

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Actions

• If below minimum data, wait.• If above minimum, calculate confidence factors

–If below minimum confidence – wait–If above minimum confidence – take action

• If above maximum data and a test has no results, take action

• Action = Pausing loser OR pausing loser & creating new challenger

–In the case of multi-ad group testing: Replace entire string with a new pattern to test

–(optional): Use insight in other areas, such as email, landing pages, etc

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Recap

• Determine what you want to test:

–Single ad group–Multi-ad group

• Define:–Testing metrics–Minimum data–Maximum data–Segments

•Confidence levels per segment

• Run Your test• When you reach minimum data:

–Run confidence calculations•If winners & losers – take action

•If no winners – wait–When you reach max data

•Pause test and reset• When you have winners in Multi-Ad Group testing:

–Apply that data to other channels / insights

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Live Q&A Time

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Have more questions?

Contact Us Directly

• Webinar Feedback: marketing@hanapinmarketing.com

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Thank you for attending our webinar! #thinkppc