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Brad Geddes, Co-Founder AdAlysis

How To Get Creative With Ad Copy & Testing

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A/B Testing

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What is multi ad group testing?

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§  Are consumers price sensitive? (discounts, prices in ads) §  Does Location matter? (use geographies in ads) §  Does shipping matter? (Free or Rush shipping) §  Is selection important? (large, exclusive, variety, etc) §  How much does quality matter? (cheap, luxury) §  What’s your best CTA? (Call, Shop, Find, Discover, etc) §  Should your display URL be products, geo, CTAs, or something else? §  Do we need to pre-qualify clicks? (b2b vs b2c) §  DKI vs non-DKI §  Ad Customizers vs static lines §  etc…

Multi-Ad Group Testing Insights

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Remember to Segment Data

Basic Segments: • Your brand •  3rd party brands •  Products •  Informational •  Long tail •  By buying cycle entrance •  Etc…

Ad Type: •  Text ads • DSAs •  Image ads • Call only ads • HSAs •  etc…

Devices: • Mobile • Desktops • All

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§  Examples: §  GEO vs Non-GEO headlines §  Call us vs Learn More CTAs §  Brand vs Non-Brand Headlines §  Rush vs Free Shipping

List Out Your Ideas

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Create Consistent Ads Across Segments Ad Group D2

1 Rush Shipping!

1 Free Shipping!

1 Price $

2 Rush Shipping!

2 Free Shipping!

2 Price $

3 Rush Shipping!

3 Free Shipping!

3 Price $

Etc… Etc…

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Use Software or Pivot Tables to Analyze Data

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Let’s Talk Case Studies

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Using Customer Data

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Free vs Rush Shipping

Ad CTR Conv Rate

CPI Avg Order

Fast & Free Shipping

4.96% 4.22% 0.209% $71.32

Rush Shipping

5.13% 4.32% 0.225% $357.91

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Segmenting by Customer Type

Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328

B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408

B2C Rush Shipping 1.96% 3.05% 0.043392

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Using Ad Test Data on Landing Pages

Conversion Rate

+9% Lift

+11% Lift

Revenue

+1%

-8%

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Many Button Iterations

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Using Ad Test Data on Landing Pages

Conversion Rate

+7% Lift

+9% Lift

Revenue Lift

+9%

+11%

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Outlier Data is Good for Extension Testing

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Campaign Changes w/ New Extensions

Pre-Extension Changes Post-Extension Changes

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One B2B Company’s Stats

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Desktop Tablet Mobile

Conversions By Device

Sessions Conversion Rate

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Mobile Design Options

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§  Each Ad Group in Test (117): §  The same ad 3 times (used tracking codes to

differentiate ads so no duplicates existed) §  Mobile preferred flag checked §  Labeled each ad by format type (desktop, mobile,

responsive)

§  Landing Pages: §  Created small responsive design site §  Created small mobile only site

The Design Test

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The Results for Mobile Devices

Website Conversion Rate

Desktop 1.16% Responsive Design 3.10%

Mobile Specific 7.28%

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Remember to Test Mobile Ads Mobile CTR Desktop CTR

Call Us 11.2% (includes calls)

5.2%

Contact Us 4.1% 6.9% Example.com/Things 4.2% 5.3% M.example.com/things (or example.com/mobile)

8.2% N/A

Find the Nearest Store 7.6% 4.5% Shop Now 2.1% 5.8%

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A Few Months After Mobile Tests

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Conversions By Device

Sessions Conversion Rate

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Note: Not all B2B Companies Will Find Mobile Success

Source: Think with Google: http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf

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§  Extended headline tests correlate to email open rates §  CTA testing is good for email buttons or landing pages §  Headline testing for landing page headlines §  Image ad ‘theme testing’ (use labels) is good for finding

the overall best ads §  Segment this data by targeting type §  For placement targeting, test blended vs contrasting

backgrounds

§  When you need global insights, use Multi-Ad Group Testing!

Other Testing Ideas

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§  Determine the market research questions you’d to understand §  Determine your ad testing segments §  Always segment by ad type §  Always segment by device

§  Create multi-ad group tests to find insights §  Use ad data to create rules around ad creation §  Leverage outlier data in extensions or other channels §  Use your insights to change landing pages or for other

channels §  Repeat forever

Recap

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AdAlysis Can Help You Find Insights

Your Data Insights

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THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015