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Let’s Talk About Your Ads
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Amanda West-BookwalterAccount Manager at Hanapin Marketing, handling both e-commerce and lead generation accounts
Blogger at PPC Hero
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It’s What Everyone Sees of Your Work
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Why YOU Should Care About Ad Testing
CTR = QS
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…And Why Do We Care About QS?
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Maybe You Don’t Care About QS…
Doesn’t Matter
Still Need High CTR
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OK, You Care! Now What?It’s time to get sophisticated
about your testing!
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Step 1. Develop StrategyKeyword Strategy:
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Step 1. Develop Strategy
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– Create a data benchmark
Step 1. Develop Strategy
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Which aspects to test at a time
Step 1. Develop Strategy
VS.
A
B
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Use DKI Ads! (Dynamic Keyword Insertion)
6 accounts – 3ecomm & 3 lead gen analyzed
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DKI PointersRelevant landing pages
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No competitor terms!• At risk for a law suit, girl!
Lookout for misspellings
DKI Pointers
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Avoid super broad/generic terms
DKI Pointers
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Ensure Ads are actually different
DKI Pointers
SAMSIES!
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Step 2. Get Creative
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• Tone – time sensitive, statistical, comical, etc.
What To Test In Your Ad Copy
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• Call to actions, features, benefits
What To Test In Your Ad Copy
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Ad Copy Matrix
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Ad Copy Matrix
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Ad Copy Matrix
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Dest. URLs for Conversion Rates
Item page Category page
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Enhanced Sitelinks•Mobile specific sitelinks•Ad group-level sitelinks•Scheduling features•More detailed reporting
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Step 3. Get Organized
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Ad Testing Schedule
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Ad Testing Schedule
Insert best messages from ad copy matrix here!
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Ad Testing Schedule
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Step 4. Automate it!
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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
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3rd Party Tools for Ad Testing
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Step 5: Measure
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Keep Your Data CleanBe careful of aggregating data- different campaigns or even ad groups will perform very differently.
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Conversions /100k Imp
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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