Tes$ng  Your  Crea$ve:    Small  Changes  with  Big  Effects  

By  Carrie  Albright  

Join  us  on  Twi6er  at  #Mozinar  Ques;ons  or  problems?  Email  community@moz.com  

Agenda q  Introduction to ad testing

q  Setting up an ad test, including 23 test ideas

q  Preparing for your ad test

q  Create your ads

q  Determining success – The Metric You Choose

q  The Good Stuff - 10 real tests & results we’ve seen

q  Timeline review

Introduction to ad testing

Why test?

FEATURES BENEFITS CALL TO ACTION

FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING

NEW ARRIVALS MOST UP-TO-DATE STYLES

FIND THE LATEST TRENDS

PROMO CODE GUARANTEED DEAL

SAVE TODAY

1) To learn what matters to our customers

Why test?

2) Increased traffic/reach

Emotional Appeal

Site Content

Existing Traffic

Why test?

3) Account health matters. Ad

testing Higher CTR &

Relevance

Higher Quality Score

Lower CPCs

Improved Average Position

Why test? 3) Account health matters.

Why test? 4) Improve messaging across all channels

Display  Buys  

Email  Marke;ng  

Search  Engine  Op;miza;on  

Direct  Mail  

Social  Media  

Television  &  Video  

Paid  Search  

Setting Up

Setting Up

q  Test subjects

q  Test audience

q  Test timeline

Branded Campaign Content/Volume

Academic Program

High Funnel Terms

Geo-targeted program

Specific conversion

type

Non-Branded Product

Non-CRO campaigns

Specific course

offerings

Regional/Cities Seasonal Main site

content

Choose your guinea pigs

Segmentation is your friend

Campaign segmentation

Device segmentation

Mobile landing page

Mobile-specific messaging

For the love of DATA

Promotions & Seasonality Killer ads or seasonal trends?

Major breaks in data and

messaging

What to test?

FULL  PAGE  IMAGE  

So. Many. Choices.

What to test? 1-4

Features Free Shipping!

Benefit Risk-Free Trial

NEW promotion Now In 3 Convenient Order Options

Question Ready To Publish Your Book?

What to test? 5-8

Personas

Audience Age, Family Status, Affluence,

Profession

Pragmatic Learn Basic Programming In Our

12wk Online Course.

Emotional Worry, Pride, Concern, Celebratory

What to test? 9-11

Testimonials

Read Client Testimonials

Product or Service Price

Business Loans from

$2k-$50k

Location

Nursing School in Boston

What to test? 12-15

E-Comm Ad Customizers

Over 254 Styles Available

Deadline or Urgency Sale Ends Soon

Lead Gen Ad Customizers

Only 3 Seats Left- Book Now!

Competitor Messaging They say / We say

What to test? 16-19

Punctuation 100% Guaranteed!

Display URL www.Moz.com/Webinar

vs www.Moz.com

Promotional Details Enter code SAVNW at Checkout

Extended Headline

What to test? 20-23

Title Case vs

Sentence case

Ownership Symbols

Message Placement

REI® vs REI

Preparing to test your Creative  

Equal rotation

Bing Ad group level setting

Google Campaign level setting

Equal rotation Quick check:

Device Segmentation

This is a mobile world. Get with it.

Device Segmentation

Google Bing

Create your Ad monster

Create your ads

1.  Create ads in your format of choice.

Diagram your test

TIER 1 ROUND 1

Track your progress

Shortcuts: Labels Adtags Tracking system

Success YOU

YOUR AD TESTING JOURNEY

“Is my goal to…?”

Maintain ad health while generating leads

Increase lead volume

Increase sales volume

Increase other metric, such as onsite chats or searches

Increase site traffic

Generate cost efficient sales

Get the greatest profit from top messaging

Find the best landing page experience for your visitors

Click Through Rate

Conversion Rate

Conversion Rate

Impression until conversion

ROAS

Click Through Rate

Profit per Click

Trick Question!

Concluding a test

q  Volume

q  Limited Time Frame q  Statistical Significance

Conclude by significance

Example resources: http://abtester.com/calculator/ http://drpete.co/split-test-calculator

Selling it

CRO Test 16.1% increased Conv Rate

Ad Testing 3.05X Increase in CTR 10.4% Increase in Conv Rate

The Good Stuff

Lightning Round Ad Test Results

Test 1 – Enrollment Countdown Industry - Education

Test 2 – Trademark in copy Industry : Health Supplements

Test 3 – Call to Action Placement

Click Through Rate Δ

= 32.76% for Test

Control

D1 Feature / D2 CTA vs.

Test

D1 CTA / D2 Feature

Industry: Resort

Test 4 – Display URL

Program Location in Display URL Product in Display URL

Final Impression until Conversion:

1816

Final Impression until Conversion:

2494

Winner: Location URL, with 27% decrease in IUC.

Industry: Technological

Test 5 – Mobile Messaging

Industry : E-commerce q  Low conversion rate on mobile devices q  High inter-device correlation

Control ad: Shop ___ Styles On Your Phone in Description Line 1.

Test ad: Free Shipping in Description line 1. 16.31%

greater CTR!

Test 6 – Experience vs Credibility

Industry : Travel

Control Ad – Tour experience Test Ad – Customers’ Reviews

CTR: 1.50% CTR: 1.26%

Test 7 – Promotional Details

Control Results CTR: 41.47% Conv Rate: 1.80%

Industry : E-commerce

Test Results CTR: 41.32% Conv Rate: 1.98%

Promotional headline Keyword-based promo description Enter PROMOCODE at Checkout

Promotional headline Keyword-based promo description Free Shipping On Items Over $$$.

Test 8 - Free Offer vs Branded Message

Ad A: Get A Free Guide

Ad B: “… A Division of ___ Publishing House.”

Industry: Self-Publishing

Test 9 – Ad Customizers

Industry: E-commerce Holidays

Test 10 – Second stage testing

Test 1: Control Message vs “In Just 2 Days”

Test 2: “In Just 2 Days” vs “In Just 48 Hours”

Industry: Financial Services

Timeline

Choose the Test Subject.

Identify your

metric

Identify your data threshold

Design your test! Tip: Start

general, then

specify.

Create and

proof your ads.

Run ad

test!

Get a snack.

Gather results.

Report on

results.

Next round!

 Email:  carrie.albright@hanapinmarke$ng.com    Twi@er:  @albright_c    Website:    h@p://www.hanapinmarke$ng.com  

   Find  this  recorded  #Mozinar  and  slide  deck  at  h@p://moz.com/webinars  very  soon!