let's talk about your paid search ads by amanda west-bookwalter

Let’s Talk About Your Ads

Amanda West-BookwalterAccount Manager at Hanapin Marketing, handling both e-commerce and lead generation accounts

Blogger at PPC Hero

It’s What Everyone Sees of Your Work

Why YOU Should Care About Ad Testing

CTR = QS

…And Why Do We Care About QS?

Maybe You Don’t Care About QS…

Doesn’t Matter

Still Need High CTR

OK, You Care! Now What?It’s time to get sophisticated

about your testing!

Step 1. Develop StrategyKeyword Strategy:

Step 1. Develop Strategy

– Create a data benchmark

Step 1. Develop Strategy

Which aspects to test at a time

Step 1. Develop Strategy

VS.

A

B

Use DKI Ads! (Dynamic Keyword Insertion)

6 accounts – 3ecomm & 3 lead gen analyzed

DKI PointersRelevant landing pages

No competitor terms!• At risk for a law suit, girl!

Lookout for misspellings

DKI Pointers

Avoid super broad/generic terms

DKI Pointers

Ensure Ads are actually different

DKI Pointers

SAMSIES!

Step 2. Get Creative

• Tone – time sensitive, statistical, comical, etc.

What To Test In Your Ad Copy

• Call to actions, features, benefits

What To Test In Your Ad Copy

Ad Copy Matrix

Ad Copy Matrix

Ad Copy Matrix

Dest. URLs for Conversion Rates

Item page Category page

Enhanced Sitelinks•Mobile specific sitelinks•Ad group-level sitelinks•Scheduling features•More detailed reporting

Step 3. Get Organized

Ad Testing Schedule

Ad Testing Schedule

Insert best messages from ad copy matrix here!

Ad Testing Schedule

Step 4. Automate it!

Scripts For Ad Testing

A really cool script that gives some automation to ad testing in general:http://www.freeadwordsscripts.com/2013/06/ad-creative-test-automation-script.html

Some other really cool scripts that helps automate things in/about your ads:

http://www.freeadwordsscripts.com/2013/03/fixing-capitalization-errors-in-your-ads.htmlhttps://developers.google.com/adwords/scripts/docs/solutions/sale-countdownhttps://developers.google.com/adwords/scripts/docs/solutions/parameterizer

3rd Party Tools for Ad Testing

Step 5: Measure

Keep Your Data CleanBe careful of aggregating data- different campaigns or even ad groups will perform very differently.

Conversions /100k Imp

Statistical Significance• http://abtester.com/calculator/

• http://www.usereffect.com/split-test-calculator

• http://visualwebsiteoptimizer.com/split-testing-blog/ab-testing-significance-calculator-spreadsheet-in-excel/

• http://www.cardinalpath.com/tools/ppc-ad-testing-tool

Go forth and ad test.

amanda.west-bookwalter@hanapinmarketing.com

#smx #21B @Amanda_WestBook