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Test that Ad!
Reid Spice
Vice President, Search Media Insights
iCrossing
August 18, 2010
Search Engine Strategies | San Francisco
Why test?
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(on Google.com only)
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Higher CTR = More Clicks
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Strongest Conversion Rate
Testing basics
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Ad #1: Static Title
Ad #2: Dynamic Title
Delivery: Optimize
(but no DKI on Trademark terms)
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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.
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SplitTester.com
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Goal: Leads
CTR / QS
Conversion Rate
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Goal: Revenue
CTR / QS
Revenue / Click
Tactics
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DKI
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Keywords in copy
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Keywords in display URL
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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
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Sitelinks = Ad Copy
CTR up 20%-30%
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AdWords Ad Parameters
AdWords API
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