Your SlideShare is downloading. ×
Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter

1,262

Published on

From SMX East 2013 - Revisiting Fundamentals of Paid Search - Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter #SMX #14D

From SMX East 2013 - Revisiting Fundamentals of Paid Search - Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter #SMX #14D

Published in: Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,262
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
56
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Let’s Talk About Your Ads
  • 2. Amanda West-Bookwalter Account Manager at Hanapin Marketing, handling both e- commerce and lead generation accounts Blogger at PPC Hero
  • 3. It’s What Everyone Sees of Your Work
  • 4. Why YOU Should Care About Ad Testing CTR = QS
  • 5. …And Why Do We Care About QS?
  • 6. Maybe You Don’t Care About QS… Doesn’t Matter Still Need High CTR
  • 7. OK, You Care! Now What? It’s time to get sophisticated about your testing!
  • 8. Step 1. Develop Strategy Keyword Strategy:
  • 9. Step 1. Develop Strategy
  • 10. – Create a data benchmark Step 1. Develop Strategy
  • 11. Which aspects to test at a time Step 1. Develop Strategy VS. A B
  • 12. Use DKI Ads! (Dynamic Keyword Insertion) 6 accounts – 3ecomm & 3 lead gen analyzed
  • 13. DKI Pointers Relevant landing pages
  • 14. No competitor terms! • At risk for a law suit, girl! Lookout for misspellings DKI Pointers
  • 15. Avoid super broad/generic terms DKI Pointers
  • 16. Ensure Ads are actually different DKI Pointers SAMSIES!
  • 17. Step 2. Get Creative
  • 18. • Tone – time sensitive, statistical, comical, etc. What To Test In Your Ad Copy
  • 19. • Call to actions, features, benefits What To Test In Your Ad Copy
  • 20. Ad Copy Matrix
  • 21. Ad Copy Matrix
  • 22. Ad Copy Matrix
  • 23. Dest. URLs for Conversion Rates Item page Category page
  • 24. Enhanced Sitelinks •Mobile specific sitelinks •Ad group-level sitelinks •Scheduling features •More detailed reporting
  • 25. Step 3. Get Organized
  • 26. Ad Testing Schedule
  • 27. Ad Testing Schedule Insert best messages from ad copy matrix here!
  • 28. Ad Testing Schedule
  • 29. Step 4. Automate it!
  • 30. 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.html https://developers.google.com/adwords/scripts/docs/solutions/sale-countdown https://developers.google.com/adwords/scripts/docs/solutions/parameterizer
  • 31. 3rd Party Tools for Ad Testing
  • 32. Step 5: Measure
  • 33. Keep Your Data Clean Be careful of aggregating data- different campaigns or even ad groups will perform very differently.
  • 34. Conversions /100k Imp
  • 35. 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
  • 36. Go forth and ad test. amanda.west-bookwalter @hanapinmarketing.com #smx #21B @Amanda_WestBook

×