SES SF 2010 - Test That Ad - Reid Spice - iCrossing

•

0 gostou•788 visualizações

"Test That Ad!" as presented by Reid Spice, Vice President, Search Media Insights, iCrossing, at the Search Engine Strategies Conference in San Francisco on Wednesday, August 18, 2010.

Tecnologia

Test that Ad!
Reid Spice
Vice President, Search Media Insights
iCrossing

August 18, 2010
Search Engine Strategies | San Francisco

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

(on Google.com only)

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

Higher CTR = More Clicks

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

Strongest Conversion Rate
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7

Ad #1: Static Title
Ad #2: Dynamic Title

Delivery: Optimize

(but no DKI on Trademark terms)

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

Ad #1: Theme 1
Ad #2: Theme 2
Ad #3: Theme 3

Delivery: Rotate

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

Volume good!

Volume bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

Latency bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

SplitTester.com
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

Goal: Leads

CTR / QS

Conversion Rate

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

Goal: Revenue

CTR / QS

Revenue / Click

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

DKI

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

Keywords in copy

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19

Keywords in display URL

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

Prequalifying:
Great for conversion rate!

But not great for CTR / QS

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21

Rotating ads at an artificial frequency

Ad Ad
Ad #1
#1 Ad #2
#1
Ad
#1 Ad Ad
#1 #2
Ad
#1
Ad
#1
Ad Ad
#1 #2

70% 30%
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23

Sitelinks = Ad Copy

CTR up 20%-30%

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24

AdWords Ad Parameters

Feed

AdWords API

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25

Thank you

Reid Spice
iCrossing, San Francisco
reid.spice@icrossing.com

Mais conteúdo relacionado

Destaque

goodyear 8K Reports 04/25/08finance12

How To Make A Great Pbjguestfb1c0d

constellation energy 2007 Third Quarter Form 10-Qfinance12

goodyear Proxy Statement 2006finance12

Giancarlukgrbgrb

Path 101 Opportunitypath101

SOCIAL PR - Evento ABA MídiaDaniel Rimoli

Slideshow1 - VenezuelaUE.Venezuela

تركيب سيرفر ومجلة ومنتديnansyrigan

1 группаguesteb47ea

wyeth Citi Investment Research Global Healthcare Conferencefinance12

Raytheon Reports 2007 First Quarter Resultsfinance12

Maximising timeMark Brown

wyeth 2007 Financial Reportfinance12

goodyear 8K Reports 06/20/07finance12

SIS 2010 - Marketing in the Moment - Rob Garner - iCrossingiCrossing

Presentationv.radio

constellation energy 2006 Annual Reportfinance12

Raytheon Reports 2003 Fourth Quarter Resultsfinance12

Real-time Search 101 - SMX Toronto 2010 - Rob Garner - iCrossingiCrossing

Destaque (20)

goodyear 8K Reports 04/25/08

How To Make A Great Pbj

constellation energy 2007 Third Quarter Form 10-Q

goodyear Proxy Statement 2006

Giancarluk

Path 101 Opportunity

SOCIAL PR - Evento ABA Mídia

Slideshow1 - Venezuela

تركيب سيرفر ومجلة ومنتدي

1 группа

wyeth Citi Investment Research Global Healthcare Conference

Raytheon Reports 2007 First Quarter Results

Maximising time

wyeth 2007 Financial Report

goodyear 8K Reports 06/20/07

SIS 2010 - Marketing in the Moment - Rob Garner - iCrossing

Presentation

constellation energy 2006 Annual Report

Raytheon Reports 2003 Fourth Quarter Results

Real-time Search 101 - SMX Toronto 2010 - Rob Garner - iCrossing

Semelhante a SES SF 2010 - Test That Ad - Reid Spice - iCrossing

SMX Advanced: The SoLoMo Revolution - Mac Ling - iCrossingiCrossing

AUDIENCE - Things Brands Should Consider Before Going ProgrammaticLiam Boogar-Azoulay

Find Out Now Brands In NetworksiCrossing

Display Advertising 2.0 - Arrival of Real Time Biddinggauravjain000

Banners broker la tua occasione per guadagnare onlineDer Red

ATSYD 13 Jason Barnes/Kaylie Smith - News Ltd/RubiconGavin Stewart

BB PresentationKrzysztof Kawulak

Digiday Publishing Summit Europe: Quality is the New TransparencyDigiday

Cleantechvanalden

CleanTechReality2 Marketing

Practical lead generation strategies for law firmsRocket Matter, LLC

Academically-Practical and Practically-Academic Social Commerce Learnings in ...LIFT Summit

Presentation James NewbillWhite Dog Digital

BB Cash Cow Team Business Reviewbbcashcowteam

Competitive PR and Advertising AnalysisDemand Metric

Connecting with Customers OnlineValue Migration DNA

BelieveAdmeld

Mobile Advertising Presentation: AdMonsters Leadership ForumAdmeld

Roadshow asia out there mediamobilesquared Ltd

Banners broker presentationBannerBrokerMak

Semelhante a SES SF 2010 - Test That Ad - Reid Spice - iCrossing (20)

SMX Advanced: The SoLoMo Revolution - Mac Ling - iCrossing

AUDIENCE - Things Brands Should Consider Before Going Programmatic

Find Out Now Brands In Networks

Display Advertising 2.0 - Arrival of Real Time Bidding

Banners broker la tua occasione per guadagnare online

ATSYD 13 Jason Barnes/Kaylie Smith - News Ltd/Rubicon

BB Presentation

Digiday Publishing Summit Europe: Quality is the New Transparency

Cleantech

CleanTech

Practical lead generation strategies for law firms

Academically-Practical and Practically-Academic Social Commerce Learnings in ...

Presentation James Newbill

BB Cash Cow Team Business Review

Competitive PR and Advertising Analysis

Connecting with Customers Online

Believe

Mobile Advertising Presentation: AdMonsters Leadership Forum

Roadshow asia out there media

Banners broker presentation

Mais de iCrossing

Improv Your Content with Comedy - Using the principles of comedy to improve y...iCrossing

Brandwatch Masterclass - Monitoring Beyond Owned PlatformsiCrossing

Constructive Collaboration - How Agency and Procurement Leaders Can Collabora...iCrossing

Taking advantage of mobile displayiCrossing

Managing your data: How to move from gathering data to processing and applyin...iCrossing

The last 12 months in display advertisingiCrossing

The ageism of social paltformsiCrossing

How to make money from paid socialiCrossing

How reed.co.uk broke YouTube click through rates - iCrossing Display DayiCrossing

Audience-Based Search Targeting: How Google RLSA Can Work for Your BrandiCrossing

10 connections to make in 2014iCrossing

Audience engagement across multiple customer moments - SES 2014iCrossing

Scoring Inside and Outside The Box: World Cup Insights in Search MarketingiCrossing

Visit Wales #blogwales. Joining search, social and content togetheriCrossing

Measuring Content Marketing - iCrossing - DMA 2013 ConferenceiCrossing

How marketing can dominate natural search iCrossing

Location-Based Marketing on Facebook - An iCrossing and west elm webinariCrossing

The Next Round and the Last Call: Creating Connectedness with Lifestyle and P...iCrossing

Let Me Tell You a Visual Story - iCrossingiCrossing

Building a Global Brand in the Digital AgeiCrossing

Mais de iCrossing (20)

Improv Your Content with Comedy - Using the principles of comedy to improve y...

Brandwatch Masterclass - Monitoring Beyond Owned Platforms

Constructive Collaboration - How Agency and Procurement Leaders Can Collabora...

Taking advantage of mobile display

Managing your data: How to move from gathering data to processing and applyin...

The last 12 months in display advertising

The ageism of social paltforms

How to make money from paid social

How reed.co.uk broke YouTube click through rates - iCrossing Display Day

Audience-Based Search Targeting: How Google RLSA Can Work for Your Brand

10 connections to make in 2014

Audience engagement across multiple customer moments - SES 2014

Scoring Inside and Outside The Box: World Cup Insights in Search Marketing

Visit Wales #blogwales. Joining search, social and content together

Measuring Content Marketing - iCrossing - DMA 2013 Conference

How marketing can dominate natural search

Location-Based Marketing on Facebook - An iCrossing and west elm webinar

The Next Round and the Last Call: Creating Connectedness with Lifestyle and P...

Let Me Tell You a Visual Story - iCrossing

Building a Global Brand in the Digital Age

Último

EMPOWERMENT TECHNOLOGY GRADE 11 QUARTER 2 REVIEWERMadyBayot

Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...apidays

CNIC Information System with Pakdata Cf In Pakistandanishmna97

Introduction to Multilingual Retrieval Augmented Generation (RAG)Zilliz

Finding Java's Hidden Performance Traps @ DevoxxUK 2024Victor Rentea

Six Myths about Ontologies: The Basics of Formal Ontologyjohnbeverley2021

Elevate Developer Efficiency & build GenAI Application with Amazon QBhuvaneswari Subramani

Modular Monolith - a Practical Alternative to Microservices @ Devoxx UK 2024Victor Rentea

Apidays New York 2024 - Passkeys: Developing APIs to enable passwordless auth...apidays

DBX First Quarter 2024 Investor PresentationDropbox

Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FMESafe Software

Connector Corner: Accelerate revenue generation using UiPath API-centric busi...DianaGray10

DEV meet-up UiPath Document Understanding May 7 2024 AmsterdamUiPathCommunity

Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoffsammart93

Platformless Horizons for Digital AdaptabilityWSO2

Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobeapidays

[BuildWithAI] Introduction to Gemini.pdfSandro Moreira

Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...apidays

Boost Fertility New Invention Ups Success Rates.pdfsudhanshuwaghmare1

Strategies for Landing an Oracle DBA Job as a FresherRemote DBA Services

SES SF 2010 - Test That Ad - Reid Spice - iCrossing

1. Test that Ad! Reid Spice Vice President, Search Media Insights iCrossing August 18, 2010 Search Engine Strategies | San Francisco

2. Why test?

3. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

4. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

5. (on Google.com only) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

6. Higher CTR = More Clicks COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

7. Strongest Conversion Rate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7

8. Testing basics

9. Ad #1: Static Title Ad #2: Dynamic Title Delivery: Optimize (but no DKI on Trademark terms) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

10. Ad #1: Theme 1 Ad #2: Theme 2 Ad #3: Theme 3 Delivery: Rotate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

11. Volume good! Volume bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

12. Evaluation

13. Latency bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

14. SplitTester.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

15. Goal: Leads CTR / QS Conversion Rate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

16. Goal: Revenue CTR / QS Revenue / Click COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

17. Tactics

18. DKI COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

19. Keywords in copy COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19

20. Keywords in display URL COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

21. Prequalifying: Great for conversion rate! But not great for CTR / QS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21

22. Advanced tactics

23. Rotating ads at an artificial frequency Ad Ad Ad #1 #1 Ad #2 #1 Ad #1 Ad Ad #1 #2 Ad #1 Ad #1 Ad Ad #1 #2 70% 30% COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23

24. Sitelinks = Ad Copy CTR up 20%-30% COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24

25. AdWords Ad Parameters Feed AdWords API COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25

26. Thank you Reid Spice iCrossing, San Francisco reid.spice@icrossing.com

SES SF 2010 - Test That Ad - Reid Spice - iCrossing

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (20)

Semelhante a SES SF 2010 - Test That Ad - Reid Spice - iCrossing

Semelhante a SES SF 2010 - Test That Ad - Reid Spice - iCrossing (20)

Mais de iCrossing

Mais de iCrossing (20)

Último

Último (20)

SES SF 2010 - Test That Ad - Reid Spice - iCrossing