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SES SF 2010 - Test That Ad - Reid Spice - iCrossing
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Test that Ad! Reid Spice Vice President, Search Media Insights iCrossing August 18, 2010 Search Engine Strategies | San Francisco
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"Test That Ad!" as presented by Reid Spice, Vice President, Search Media Insights, iCrossing, at the Search Engine Strategies Conference in San Francisco on Wednesday, August 18, 2010.
Transcript of SES SF 2010 - Test That Ad - Reid Spice - iCrossing
Test that Ad!
Reid Spice
Vice President, Search Media Insights
iCrossing
August 18, 2010
Search Engine Strategies | San Francisco
Why test?
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
(on Google.com only)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
Higher CTR = More Clicks
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
Strongest Conversion Rate
Testing basics
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
Ad #1: Static Title
Ad #2: Dynamic Title
Delivery: Optimize
(but no DKI on Trademark terms)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
Ad #1: Theme 1
Ad #2: Theme 2
Ad #3: Theme 3
Delivery: Rotate
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Volume bad.
Volume good!
Evaluation
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Latency bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
SplitTester.com
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
Goal: Leads
CTR / QS
Conversion Rate
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
Goal: Revenue
CTR / QS
Revenue / Click
Tactics
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
DKI
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Keywords in copy
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
Keywords in display URL
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
Prequalifying:
Great for conversion rate!
But not great for CTR / QS
Advanced tactics
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Ad
#1
Ad
#1
Ad
#1
Ad
#1
Ad
#1
Ad
#1
Ad
#1
Ad #1Ad
#2
Ad
#2
Ad
#2
70% 30%
Rotating ads at an artificial frequency
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
Sitelinks = Ad Copy
CTR up 20%-30%
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
AdWords Ad Parameters
AdWords API
Feed
