Let’s Talk About Your Ads
Amanda West-Bookwalter
Account Manager at Hanapin Marketing, handling both e-
commerce and lead generation accounts
Blogge...
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 Strategy
Keyword 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 Pointers
Relevant 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.freeadwordsscr...
3rd Party Tools for Ad Testing
Step 5: Measure
Keep Your Data Clean
Be 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://visu...
Go forth and ad test.
amanda.west-bookwalter
@hanapinmarketing.com
#smx #21B @Amanda_WestBook
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Let's Talk About Your Paid Search Ads by Amanda West-Bookwalter

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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 Paid Search Ads by Amanda West-Bookwalter

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

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