SMX - Test That Ad

Never Assume, Because….

The Difference Between 2 Ads May Be Closer Than It Appears

Who Won? Ad Group Impressions Clicks CTR Ad A 122,997 932 0.76% Ad B 45,926 391 0.85% Ad C 123,373 986 0.80%

Are You Sure? Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Ad A 122,997 932 0.76% 128 13.73% $17.71 Ad B 45,926 391 0.85% 47 12.02% $19.87 Ad C 123,373 986 0.80% 92 9.33% $26.50

Positive? OVERALL WINNER: There is not enough data to confidently determine which ad will generate more profits for you with at least 80% confidence. Option Profit/1000 Impressions (in $) A 1025.05 B 1001.36

Audiences Are Not Homogeneous

Google Only vs. Google + Search Partners Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Control, Google Only 51,139 1,851 3.62% 703 37.98% $0.44 Test, Google Only 22,324 714 3.20% 277 38.80% $0.43 Control, Google + Partners 112,653 2,928 2.60% 905 30.91% $0.61 Test, Google + Partners 56,233 1,391 2.47% 412 29.62% $0.63

PPC Engines Are Not Homogeneous, Either = = ?

Google vs. Yahoo Revenue Impact = $567,218.48 Ad Group Impressions Clicks CTR Conversions Conv % Ad 1, Engine A 119,972 614 0.51% 90 14.66% Ad 2, Engine A 2,797 49 1.75% 18 36.73% Ad 1, Engine B 8,280 83 1.00% 15 18.07% Ad 2, Engine B 48,785 344 0.71% 55 15.99%

Little Things Mean A Lot… (or do they?)

Headline Test Headline Impressions Clicks CTR Avg Position Conv % Events In Pure Michigan Festivals, shows, & more. Find out what's happening in Michigan today! 74,063 2,063 2.79% 2.4 29.37% Pure Michigan Events Festivals, shows, & more. Find out what's happening in Michigan today! 67,133 1,863 2.78% 2.2 29.31%

Description Test Headline Impressions Clicks CTR Avg Position Conv % Pure Michigan Travel Official site for Pure Michigan. Your trip begins at michigan.org. 90,456 2,431 2.69% 1.7 41.42% Pure Michigan Travel Official site for Michigan tourism. Your trip begins at michigan.org. 369,587 10,027 2.71% 1.7 41.26%

Sentence vs. Title Case Test Headline Impressions Clicks CTR Avg Position Conv % Casinos In Michigan Find casino & gaming action at a great Michigan casino near you. 42,639 2,872 6.74% 1.7 30.99% Casinos In Michigan Find Casino & Gaming Action at A Great Michigan Casino Near You. 43,541 2,990 6.87% 1.8 33.03%

Never Assume:
That the ad that looks like the winner really is the winner. Analyze your results with statistics before making a decision.
That Search Partners will perform the same as the search engine.
That results in Google will hold true in Yahoo and Bing.
That minute differences in ad copy make a difference.

Melissa Mackey
[email_address]
@Mel66

http://www.clickequations.com	1064
http://feeds.feedburner.com	59
http://xss.yandex.net	8
http://translate.googleusercontent.com	2

SMX - Test That Ad

by Fluency Media on Jun 14, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 1,133

Statistics

SMX - Test That Ad — Presentation Transcript