Ads are the only part of a PPC account that a searcher actually sees. If your ads are poorly written, then you either won’t get traffic or the wrong type of traffic. There’s only one way to know which offer or ad is best for your account: by testing it! In this presentation, Google AdWords Guru and Founder of Certified Knowledge, Brad Geddes, discusses how to work with ad testing data to set up tests, how and when to end tests, and how to choose your metrics. You’ll get expert-level PPC tips like: *The types and uses of different text ad tests *Examples of ad tests with results *Determining your segments and defining your metrics

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Using Ad Testing Data To
Set Up Foolproof Tests
HOSTED BY:

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Presenter
• Brad Geddes
– Founder of Certified Knowledge
– Official AdWords Seminar Leader
– Author of Advanced Google AdWords
– Hero Conf London Keynote
– @bgtheory

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How do you manage your PPC account(s)?
#thinkppc
a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work at an agency
d) I’m a consultant

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Ad Testing is about Improvement
and/or insights

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Single Ad Group Testing

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Multi Ad Group Testing
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5

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Use Cases
Single Ad Group Testing
Insights within an ad group
-Best for high traffic ad groups
-Best for Brand ad groups
-Good for other ad groups after
you’ve done some multi-ad
group testing for global
insights
Multi-Ad Group Testing
Insights across a segment
-Best for template created
ads
-Best for small data
accounts
-Best for market research

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Some Quick Examples

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Ask the Big Questions First
• 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)
• etc…

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Should You Use Customizers?
Testing Problem:
• 804 ads in test 1
• 75 ads in test 2
Solution: Use same ad groups for your test

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Exact Same Ad Groups in Test
Static Ad is Higher Conversion Rate, Lower in CPA
Customizer is Higher in CTR & CPI
What metrics are important to you?

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Should You Localize Your Ads?
Lead Gen Company 1: GEOs are Clear Winners
Next Step: Change a few campaigns to only target
singe region with non-geo keywords and rerun test to
see if there’s a difference. Then decide account
organization.

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Company 2: Is the data consistent across devices?
Ideas from presenters are Ideas to Test: Not absolute facts for you to implement!
Desktop
Mobile
Always think through results. In this case, ads were localized – landing pages were not.
GEO increased CTR, but nothing else. Is that the market or the website?
Solution: Redo test with localized pages

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Should You Use Your Brand in Non-Brand Ad Groups?
First Test, it appears that the brand is so strong that you
should use the brand name in non-branded ad groups.
It’s a good idea to test your results to ensure they are
consistent.

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Don’t Just Do One Test - Same test: different results
Results aren’t 100% in yet…
However, non-brand ad 1 is an ‘incentive’ ad.
• This is for a travel company. Problem with many
bookings is people are afraid that the price will drop and
they will overpay.
• Ad 1 talks to that issue with a coupon if the price drops

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How to Start Testing

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Determine Your Segments
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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Define Your Testing Metrics
Metric Best Usage
CTR: Click Through Rate Max Traffic (note: CPI is usually still better)
Conversion rate Most conversions from landing page
CPI: Conversion per Impression Most conversions possible
CPA: Cost per Conversion Lowering cost per conversion
ROAS: Return on Ad Spend Hitting ROAS goals
RPI: Revenue per Impression Maximizing revenue

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What Minimum Data To Define
Metric Impressions Clicks Conversions Timeframe
CTR Yes Optional Yes
CPA Yes Yes
Conversion rate Optional Yes Yes
CPI Yes Optional Yes
ROAS Yes Yes
RPI Yes Optional Yes

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Minimum Data Guidelines
Impressions Clicks Conversions
Low Traffic 350 300 7
Mid Traffic 750 500 13
High Traffic 1000 1000 20
Well known brand terms 100,000 10,000 100 - 1000
The MINIMUM Data – It’s OK to have HIGHER Minimums|

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Define Minimum Confidence
Levels
Term Type Minimum Confidence
Long Tail Keywords 90%
Mid data terms 90% – 95%
3rd Party Brands you Sell 90% (small brands) to 95% (large brands)
Top Keywords
(the ones you watch daily)
95% - 99%
Your Brand Terms 99%

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Define Maximum Data
•Option 1:
–3 months
•Option 2:
–Define maximums for each metric
–Define timeframes

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Test by Device (if appropriate)
Count of Ad
Row Labels Mobile All Effective Device
Ad Group 1 2 All
Ad Group 2 None
Ad Group 3 1 2 Mobile/Desktop
Ad Group 4 3 1 Mobile/Desktop
Ad Group 5 10 All
Ad Group 6 2 6 Mobile/Desktop
Ad Group 7 1 7 Mobile/Desktop
Ad Group 8 1 6 Mobile/Desktop
Ad Group 9 7 All

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Actions
• If below minimum data, wait.
• If above minimum, calculate confidence factors
–If below minimum confidence – wait
–If above minimum confidence – take action
• If above maximum data and a test has no results, take action
• Action = Pausing loser OR pausing loser & creating new
challenger
–In the case of multi-ad group testing: Replace entire string
with a new pattern to test
–(optional): Use insight in other areas, such as email,
landing pages, etc

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Recap
• Determine what you want to
test:
–Single ad group
–Multi-ad group
• Define:
–Testing metrics
–Minimum data
–Maximum data
–Segments
•Confidence levels per
segment
• Run Your test
• When you reach minimum data:
–Run confidence calculations
•If winners & losers – take
action
•If no winners – wait
–When you reach max data
•Pause test and reset
• When you have winners in Multi-
Ad Group testing:
–Apply that data to other
channels / insights

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Live Q&A Time

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Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
____________________________________________
Thank you for attending our webinar! #thinkppc