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

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.

"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 SES SF 2010 - Test That Ad - Reid Spice - iCrossing Presentation Transcript

    • Test that Ad! Reid Spice Vice President, Search Media Insights iCrossing August 18, 2010 Search Engine Strategies | San Francisco
    • 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 Delivery: Optimize (but no DKI on Trademark terms) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
    • Ad #1: Theme 1 Ad #2: Theme 2 Ad #3: Theme 3 Delivery: Rotate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
    • Volume good! Volume bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
    • Evaluation
    • Latency bad. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
    • SplitTester.com COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
    • Goal: Leads CTR / QS Conversion Rate COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
    • Goal: Revenue CTR / QS Revenue / Click COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
    • 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! But not great for CTR / QS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
    • Advanced tactics
    • 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
    • Sitelinks = Ad Copy CTR up 20%-30% COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
    • AdWords Ad Parameters Feed AdWords API COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
    • Thank you Reid Spice iCrossing, San Francisco reid.spice@icrossing.com