Test that Ad!
                          Reid Spice
 Vice President, Search Media Insights
                            iCro...
Why test?
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   3
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   4
(on Google.com only)

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                          5
Higher CTR = More Clicks




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   6
Strongest Conversion Rate
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   7
Testing basics
Ad #1: Static Title
                                 Ad #2: Dynamic Title


                                       Deliver...
Ad #1: Theme 1
                                             Ad #2: Theme 2
                                             Ad...
Volume good!




                                                     Volume bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CO...
Evaluation
Latency bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                  13
SplitTester.com
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL               14
Goal: Leads


                                                         CTR / QS


                                        ...
Goal: Revenue


                                                         CTR / QS


                                      ...
Tactics
DKI




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL         18
Keywords in copy




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                      19
Keywords in display URL




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL               20
Prequalifying:
                                       Great for conversion rate!




                                     ...
Advanced tactics
Rotating ads at an artificial frequency

                          Ad                               Ad
                   ...
Sitelinks = Ad Copy




                                                      CTR up 20%-30%

COPYRIGHT ICROSSING / PROPRI...
AdWords Ad Parameters


                                                                   Feed




                      ...
Thank you




               Reid Spice
 iCrossing, San Francisco
reid.spice@icrossing.com
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SES SF 2010 - Test That Ad - Reid Spice - iCrossing

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"Test That Ad!" as presented by Reid Spice, Vice President, Search Media Insights, iCrossing, at the Search Engine Strategies Conference in San Francisco on Wednesday, August 18, 2010.

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SES SF 2010 - Test That Ad - Reid Spice - iCrossing

  1. 1. Test that Ad! Reid Spice Vice President, Search Media Insights iCrossing August 18, 2010 Search Engine Strategies | San Francisco
  2. 2. Why test?
  3. 3. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  4. 4. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  5. 5. (on Google.com only) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  6. 6. Higher CTR = More Clicks COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  7. 7. Strongest Conversion Rate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  8. 8. Testing basics
  9. 9. Ad #1: Static Title Ad #2: Dynamic Title Delivery: Optimize (but no DKI on Trademark terms) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  10. 10. Ad #1: Theme 1 Ad #2: Theme 2 Ad #3: Theme 3 Delivery: Rotate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  11. 11. Volume good! Volume bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  12. 12. Evaluation
  13. 13. Latency bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  14. 14. SplitTester.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  15. 15. Goal: Leads CTR / QS Conversion Rate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  16. 16. Goal: Revenue CTR / QS Revenue / Click COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  17. 17. Tactics
  18. 18. DKI COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  19. 19. Keywords in copy COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  20. 20. Keywords in display URL COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  21. 21. Prequalifying: Great for conversion rate! But not great for CTR / QS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  22. 22. Advanced tactics
  23. 23. Rotating ads at an artificial frequency Ad Ad Ad #1 #1 Ad #2 #1 Ad #1 Ad Ad #1 #2 Ad #1 Ad #1 Ad Ad #1 #2 70% 30% COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  24. 24. Sitelinks = Ad Copy CTR up 20%-30% COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  25. 25. AdWords Ad Parameters Feed AdWords API COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  26. 26. Thank you Reid Spice iCrossing, San Francisco reid.spice@icrossing.com
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