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Optimize PPC Text Ads

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You are not giving your PPC ads enough love. This presentation from SMX Sydney gives you a framework for ad testing as well as the common mistakes.

You are not giving your PPC ads enough love. This presentation from SMX Sydney gives you a framework for ad testing as well as the common mistakes.

Published in: Marketing, Technology, Design

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Transcript

  • 1. Why We Generally Stink at Testing
  • 2. @JeffAllenUT
  • 3. The Perfect Ad: Exists in a mythical land where seasons don’t exist competitors never change, and search engines stay the same.
  • 4. Quick Wins & Easy Testing Ideas. Common Testing Mistakes. Ad Testing Framework.
  • 5. I steal ideas.
  • 6. 5 quick Ad Testing Wins
  • 7. 1. Choose the right ad format for the right average position.
  • 8. Ads in top positions with d-line 1 in headline get 9% higher CTR’s than those without, but run-on ads not in top positions have 50% higher CTR’s.
  • 9. Touring Michigan Wine – Wine-O-Wagon Tours Ad www.fuitfulvinetours.com/ Reserve your seats online now. Wine Tours Deals www.groupon.com Save 50% or More on Wine Tasting Near You. Check Groupon First! Examples
  • 10. 2. Segment by Device Type when concluding ad tests.
  • 11. Get an instant 19% lift in sales With mobile preferred ads. Ad 1 IUC Ad 2 IUC 1 Over 2 Total 65 78 +20% Desktop 59 74 +26% Mobile 118 81 -31%
  • 12. 1. Must already have at least 2 ads per ad group. 2. Look at ads segmented by device. 3. If performance by device is different, select the ads that perform best on mobile and change to mobile preferred.
  • 13. 3. Segment by Network when concluding ad tests.
  • 14. Ad 1 CTR Ad 2 CTR Ad 2 Wins! Total 18.80% 18.04% -4% Google 18.31% 19.13% +5% Search Partners 29.17% 11.26% -62% Search Partners have 2x CPA. Thus making this a win-win.
  • 15. 4. Test ads that go head-to-head with the competition with those that focus on differentiation.
  • 16. Features/Benefits Call-to-Action Head-to-Head • Free Shipping • Huge Selection • Shop Online • Order Online Differentiation • No Rx Needed • Free Lenses, Save $200 • Talk With A Pro • Find The Perfect Pair
  • 17. 5. Use Sitelinks that make sense with for the main destination URL.
  • 18. Headlines 14,277 clicks Specific Extensions 451 clicks
  • 19. The result, or the warning sign that relevancy may be missing, is when CTR increases and CVR decreases.
  • 20. When It Comes To Testing We All Make 3 Mistakes
  • 21. 1. We use the wrong metrics to measure winners.
  • 22. IUC = Impressions Until Conversion DPM = Dollars Per Thousand Impressions
  • 23. IUC Ex. 5,000 impressions / 50 conversions = 100
  • 24. DPM Ex. ($500 / 5,000 impressions) *1,000 = $100
  • 25. Impr. Clicks Conv. CTR CVR IUC Ad 1 18,314 670 40 3.7% 5.97% 17 Ad 2 9,265 416 20 4.5% 4.95% 21 Ad 3 15,267 625 39 4.1% 5.76% 16 Ad 3 was 2nd for both CTR & CVR but had the best IUC.
  • 26. 2. We don’t wait long enough considering factors outside of our control.
  • 27. Search Queries Control SERP 70% 30% Font Text Size Images Knowledge Graph Sitelinks “Ad” image PLAs Personalized Results Search engines test up to 30% of traffic.
  • 28. You Likely Need 30% more traffic Than you THINK
  • 29. 3. We lack intestinal fortitude.
  • 30. Sales Cycle Day 1 Day 90
  • 31. Day 1 Day 90 New Ad Copy Launch Display New Landing Page Pause High CPA KWs Add Lifestyle Terms
  • 32. Day 1 Day 90 New Landing Page Pause High CPA KWs Add Lifestyle Terms New Ad Copy Launch Display
  • 33. Day 1 Day 90 Pause Low Close KWs Day 91 Day 180 New Landing Pages
  • 34. Appointments  Sales
  • 35. Add to Cart  Sales
  • 36. Specific Pages  Lead Form Fills
  • 37. Day 1 Day 30 Pause Low Appt KWs Day 31 Day 60 New Landing Pages Day 61 Day 90 New Ad Copy Using Appointments as Intermediaries
  • 38. This Testing Structure 1. Increased Enrollments 39%. 2. Increased Starts 150%. 3. In 50% of the time.
  • 39. Make Better Decisions With A Smart Testing Structure
  • 40. Ad Testing Structure 1. Start with landing page first. 2. Gather group of 3 diverse people. 3. Create list of most compelling features and benefits to test. 4. Create testing matrix with bracket style competition between ads. 5. Report business level insights up to CMO, marketing department, etc.
  • 41. Features/Benefits Call-to-Action Head-to-Head • Free Shipping • Huge Selection • Shop Online • Order Online Differentiation • No Rx Needed • Free Lenses, Save $200 • Talk With A Pro • Find The Perfect Pair
  • 42. Headline A: Rx Glasses Headline B: Free Lenses with Glasses Headline C: $19 Rx Glasses D1a: 1000s of Frames to Choose From. D1b: Free Shipping On All Frames. D1c: Our Glasses Ship Without An Rx. D2a: Quick Online Ordering! D2b: Find Your Perfect Pair Online! D2C: Fitting Reps Available 24/7.
  • 43. Headline A + D1a + D2a Headline B + D1a + D2a Headline C + D1a + D2a Headline A + D1b + D2a Headline B + D1b + D2a Headline C + D1b + D2a Headline A + D1b + D2b Headline B + D1b + D2b Headline C + D1b + D2b
  • 44. Roll-up Insights “Every time Free Shipping appears we see a 12% lift in IUC.” “Every time we taught selection we see a 19% drop in CTR but a 10% lift in CVR.”
  • 45. Ad Testing Structure 1. Start with landing page first. 2. Gather group of 3 diverse people. 3. Create list of most compelling features and benefits to test. 4. Create testing matrix with bracket style competition between ads. 5. Report business level insights up to CMO, marketing department, etc.
  • 46. Jeff Allen Hanapin Marketing @JeffAllenUT

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