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From SMX East 2013 - Revisiting Fundamentals of Paid Search - Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter #SMX #14D
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Let’s Talk About Your Ads
Amanda West-BookwalterAccount Manager at Hanapin Marketing, handling both e-commerce and lead generation accounts
Blogger at PPC Hero
It’s What Everyone Sees of Your Work
Why YOU Should Care About Ad Testing
CTR = QS
…And Why Do We Care About QS?
Maybe You Don’t Care About QS…
Doesn’t Matter
Still Need High CTR
OK, You Care! Now What?It’s time to get sophisticated
about your testing!
Step 1. Develop StrategyKeyword Strategy:
Step 1. Develop Strategy
– Create a data benchmark
Step 1. Develop Strategy
Which aspects to test at a time
Step 1. Develop Strategy
VS.
A
B
Use DKI Ads! (Dynamic Keyword Insertion)
6 accounts – 3ecomm & 3 lead gen analyzed
DKI PointersRelevant landing pages
No competitor terms!• At risk for a law suit, girl!
Lookout for misspellings
DKI Pointers
Avoid super broad/generic terms
DKI Pointers
Ensure Ads are actually different
DKI Pointers
SAMSIES!
Step 2. Get Creative
• Tone – time sensitive, statistical, comical, etc.
What To Test In Your Ad Copy
• Call to actions, features, benefits
What To Test In Your Ad Copy
Ad Copy Matrix
Ad Copy Matrix
Ad Copy Matrix
Dest. URLs for Conversion Rates
Item page Category page
Enhanced Sitelinks•Mobile specific sitelinks•Ad group-level sitelinks•Scheduling features•More detailed reporting
Step 3. Get Organized
Ad Testing Schedule
Ad Testing Schedule
Insert best messages from ad copy matrix here!
Ad Testing Schedule
Step 4. Automate it!
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
3rd Party Tools for Ad Testing
Step 5: Measure
Keep Your Data CleanBe careful of aggregating data- different campaigns or even ad groups will perform very differently.
Conversions /100k Imp
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
