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Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
Ad Testing Research and Findings - SES NYC 2007
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Ad Testing Research and Findings - SES NYC 2007

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  • 1. Ad Testing Research & Findings
  • 2. What are the Keys to Successful Testing? • Design your test around a single question • Have a large differentiation b/w tested elements • Account for changes in temporal behavior • Collect enough data to reduce margin of error • Segment results to provide added insight • Act on the results! 2
  • 3. Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad 3
  • 4. Test Design • 1 week ads on 1 week off • No issues of seasonality or promotion • 30 Branded Keywords • 1 version of ad 4
  • 5. Did the Ads Drive Traffic? NO • Google -1.3% • Yahoo -8.7% • Live -7.3% 5
  • 6. Did the Ads Increase Conversion Rate? YES • Google +17.9% • Yahoo +32.1% • Live +11.7% 6
  • 7. Did the Ads Increase RPV? YES • Google +15.4% • Yahoo +47.0% • Live +27.5% 7
  • 8. New Questions • Right Time? Marketing to Intent? • Power of Persuasion? • Power of Brand in Search? 8
  • 9. Test 2: What is the Best Ad to Increase Conversion? Ad Testing Element 1 Multivariate Testing Works Element 2 Increase Conversion Rates Element 3 ottodigital.com/ads Element 4 4x3 L9 Orthogonal Array 4 Elements 3 Variations 9
  • 10. Test Design • 9 Ads Created and Tagged w/ URL Parameter • Landing and Thank You Page Tagged • Ad Serving Optimization Turned OFF 10
  • 11. What does an L9 Array Really Look Like? Recipe (9) Title (3) D1 (3) D2 (3) URL (3) A - Control {keyword} Search {AdGroup} Compare Products www.brand.com suppliers Today B {keyword} Find {keyword} suppliers Search Thousands of www.brand.com/ Products {keyword} C {keyword} Find Parts fast at (brand) {keyword} catalog www.brand.com/ search catalogs D {keyword} suppliers Search {AdGroup} Compare Products www.brand.com/ suppliers Today catalogs E {keyword} suppliers Find {keyword} suppliers Search Thousands of www.brand.com Products F {keyword} suppliers Find Parts fast at (brand) {keyword} catalog www.brand.com/ search {keyword} G {keyword} catalog Search {AdGroup} Compare Products www.brand.com/ suppliers Today {keyword} H {keyword} catalog Find {keyword} suppliers Search Thousands of www.brand.com/ Products catalogs I {keyword} catalog Find Parts fast at (brand) {keyword} catalog www.brand.com search 11
  • 12. What Were the Results? Recipe Visitors Conversion Lift A - Control 11.80% 5.88% --- B 14.30% 4.29% -27.05% C 14.04% 6.08% 3.42% D 9.34% 2.57% -56.29% E 13.00% 6.16% 4.72% F 9.42% 5.38% -8.50% G 10.06% 5.04% -14.32% H 10.41% 5.13% -12.82% I 7.63% 8.04% 36.71% 12
  • 13. What is the breakdown? • Other Ads the Used Winning URL – Control – +4.72% • Other Ads the Used Winning D1 – +3.42% – -8.5% • Other Ads the Used Winning Title – -14% – -12% 13
  • 14. What Ad Elements Influenced Conversion? Element Winning Alternative Influence on Conversion Title {keyword} suppliers 13.54% D1 Find {keyword} suppliers 53.53% D2 Search Thousands of Products 23.56% URL 9.37% www.brand.com/{keyword} 14
  • 15. What’s Better? Winning Recipe Best Predicted {keyword} catalog {keyword} suppliers Find parts fast at (brand) Find {keyword} suppliers {keyword} catalog search Search Thousands of Products www.brand.com www.brand.com/{keyword} 15
  • 16. What’s Better? Winning Recipe Best Predicted {keyword} catalog {keyword} suppliers Find parts fast at (brand) Find {keyword} suppliers {keyword} catalog search Search Thousands of Products www.brand.com www.brand.com/{keyword} Best Predicted +52% Lift in Conversion Rate 15
  • 17. Test 3: What are the effects of Quality Score? 16
  • 18. Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Recipe Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49% 17
  • 19. Who & What Determines Relevance? Recipe D-F Title: “ Find {keyword}” Recipe Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76% 18
  • 20. Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76% 19
  • 21. Who Decides Relevance? Group G-I had • 17% of the Impressions of A-C • 32% of the Conversions of A-C • 82% higher Conversion Rate than A-C 20
  • 22. Jonathan Mendez, Chief Strategy Officer Thanks! • optimizeandprophesize.com - My Blog • ottodigital.com/blog - OTTO Blog • offermatica.com - Technology & Parent 21
  • 23. Jonathan Mendez, Chief Strategy Officer Thanks! • optimizeandprophesize.com - My Blog • ottodigital.com/blog - OTTO Blog • offermatica.com - Technology & Parent 21

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