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The Van Wagner Ad Sets ,[object Object],Optimization Modeltm,[object Object],Matt Van Wagner,[object Object],Search Engine Marketing New England (SEMNE),[object Object],Natick, MA  May 18, 2010©  Copyright 2010.  Find Me Faster   Nashua, NH.   All Rights Reserved.,[object Object]
Best of Breed,[object Object]
Could too much A/B Testing be detrimental to the overall health of our PPC campaigns? ,[object Object]
How A/B Testing Works,[object Object],The idea is to find outwhich message resonates best with your target audience.,[object Object]
How A/B Testing Works,[object Object],Run ads long enough to develop a performance profile.,[object Object],Declare a champ.  Kill the loser.  ,[object Object],Bring in a new challenger.  ,[object Object],Repeat until bored.,[object Object]
Setting Expectations,[object Object],You declare Ad A the champ, and delete loser Ad B.What do you expect your Adgroup CTR to be going forward?,[object Object],(a) 3.75%      (b) 6.25%      (c) 7.5%       (d)  9.25%,[object Object]
Surprised?,[object Object],Answer:  It most cases, your new Ad Group CTR will range from 3.75%  -  6.25%.,[object Object]
CTR:  Adgroup vs. Ad,[object Object]
Worst Case: Ad Group CTR,[object Object]
Have you ever experienced this sort of surprise after a round of A/B Testing?,[object Object]
Pitfalls of A/B Testing,[object Object],Why performance maydecline after an A/B Test:,[object Object], - Keywords do not equal queries,[object Object],[object Object]
  Ad Impressions does not equal searchers
  Ad Rotation is not truly even
 A/B Testing will result in a best ad.   It does not know anything about your ad group.,[object Object]
Impressions ≠ Searchers,[object Object],Searches are not randomly distributed - Searches for specific keywords happen in ’hotspots’    ”...as many as 50% of all searches are repeat searches...”*,[object Object],* Yusuf Mehdi, Microsoft Senior Vice President, March 2010,[object Object]
Even Ad Rotation is Not Truly Even,[object Object],Even when Ad Rotation is set to Even, it is not truly even:,[object Object], - Search engines attempt to achieve approximately even search volume,[object Object],[object Object]
  Relevance of [ad+keyword] impacts Quality Score,[object Object]
Ad Set Optimization,[object Object],How a few well-performing ads can outperform the single best ad in an ad group.,[object Object]
The Value of Ad Message Diversity,[object Object],Selection:      All Shades of Blue Widgets,[object Object],Savings:        Save 20% on Blue Widgets,[object Object],Quality:	       Eco-Friendly Blue Widgets,[object Object],Availability:   Blue Widgets Shipped Overnight! ,[object Object],Brand:	       Official Site ACME® Blue Widgets ,[object Object],Savings:        Save 20% on Blue WidgetsSavings:        Save 20% on Blue Widgets,[object Object],Savings:        Save 20% on Blue Widgets,[object Object],Savings:        Save 20% on Blue WidgetsSavings:        Save 20% on Blue Widgets,[object Object],Wouldn’t it be a bit annoying for a salesperson to harp on the same thing 5 times in a row?,[object Object]
Beginning of a Testing Cycle,[object Object]
The Results Start Coming In,[object Object]
Cutting Poor Performing Ads,[object Object]
Down to the Finals,[object Object],Without the other ads and repeat searches, you can expect that impressions, clicks and CTR performance changes in unexpected ways.,[object Object]
Should YouDeclare a Winner?,[object Object],Yes? No?  Don’t Know?,[object Object]
Assuming the Worst Case,[object Object],You get the same # of visitors, clicks, but CTR declines.,[object Object],Why?   Perhaps people who like to save money assume ECO means more expensive, and don’t bother clicking.,[object Object]
What would happen if you kept both ads online?,[object Object]
Multiple Searches Changes Things,[object Object],With two ads left online, it becomes highly likely that a person will encounter the ad they prefer.,[object Object],	1 search:       50%       (either ad A  or ad B),[object Object],	2 searches:   75%       (AA, AB, BA, BB),[object Object], 	3 searches:   87.5%    (etc...),[object Object],	4 searches:   93.75%,[object Object],Since we know that people will search multiple times, anywhere from 2-20 times over the course of a search session, it becomes almost certain they will see both ads.,[object Object]
Implementing the Van Wagner Ad Sets Optimization Model,[object Object],Use A/B Testing to narrow out to well-performing ads.  Don’t try to reduce to one winning ad.,[object Object],Instead of Reducing to a single ad, test more combinations.,[object Object],Ad Sets can mask the performance of poorly performing ad groups.  You still have to optimize your ad groups and watch your search queries.,[object Object],Set Ad Rotation to even – at all times.,[object Object]

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SEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords

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