SES Toronto 2007 - Perfecting Paid Listings

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SES Toronto 2007 - Perfecting Paid Listings

  1. 1. Perfecting Paid Listings
  2. 2. Ads Matter! <ul><li>Need to think Holistically in UX </li></ul><ul><li>Provide Bridge of Relevance </li></ul><ul><li>Require Cross Discipline Expertise </li></ul><ul><li>Perfection/Optimization = Testing </li></ul>
  3. 3. What are the Keys to Successful PPC Testing? <ul><li>Design your test around a single question </li></ul><ul><li>Have a large differentiation b/w tested elements </li></ul><ul><li>Account for changes in temporal behavior </li></ul><ul><li>Collect enough data to reduce margin of error </li></ul><ul><li>Segment results to provide added insight </li></ul><ul><li>Act on the results! </li></ul>
  4. 4. Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad
  5. 5. Test Design <ul><li>1 week ads on 1 week off </li></ul><ul><li>No issues of seasonality or promotion </li></ul><ul><li>30 Branded Keywords </li></ul><ul><li>1 version of ad </li></ul>
  6. 6. Did the Ads Drive Traffic? <ul><li>Google -1.3% </li></ul><ul><li>Yahoo -8.7% </li></ul><ul><li>Live -7.3% </li></ul>NO
  7. 7. Did the Ads Increase Conversion Rate? <ul><li>Google +17.9% </li></ul><ul><li>Yahoo +32.1% </li></ul><ul><li>Live +11.7% </li></ul>YES
  8. 8. Did the Ads Increase RPV? <ul><li>Google +15.4% </li></ul><ul><li>Yahoo +47.0% </li></ul><ul><li>Live +27.5% </li></ul>YES
  9. 9. New Questions <ul><li>Right Time? Marketing to Intent? </li></ul><ul><li>Power of Persuasion? </li></ul><ul><li>Power of Brand in Paid Listings? </li></ul>
  10. 10. Test 2: What is the Best Ad to Increase Conversion? Ad Testing Multivariate Testing Works Increase Conversion Rates ottodigital.com/ads (Element 1) (Element 2) (Element 3) (Element 4) 4x3 L9 Orthogonal Array 4 Elements 3 Variations
  11. 11. Test Design <ul><li>9 Ads Created and Tagged w/ URL Parameter </li></ul><ul><li>Landing and Thank You Page Tagged </li></ul><ul><li>Ad Serving Optimization Turned OFF </li></ul>
  12. 12. What does an L9 Array Really Look Like? Recipe (9) Title (3) D1 (3) D2 (3) URL (3) A - Control {keyword} Search {AdGroup} suppliers Compare Products Today www.brand.com B {keyword} Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} C {keyword} Find Parts fast at (brand) {keyword} catalog search www.brand.com/catalogs D {keyword} suppliers Search {AdGroup} suppliers Compare Products Today www.brand.com/catalogs E {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com F {keyword} suppliers Find Parts fast at (brand) {keyword} catalog search www.brand.com/{keyword} G {keyword} catalog Search {AdGroup} suppliers Compare Products Today www.brand.com/{keyword} H {keyword} catalog Find {keyword} suppliers Search Thousands of Products www.brand.com/catalogs I {keyword} catalog Find Parts fast at (brand) {keyword} catalog search www.brand.com
  13. 13. 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%
  14. 14. 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%
  15. 15. What is the breakdown? <ul><li>Other Ads the Used Winning URL </li></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>+4.72% </li></ul></ul><ul><li>Other Ads the Used Winning D1 </li></ul><ul><ul><li>+3.42% </li></ul></ul><ul><ul><li>-8.5% </li></ul></ul><ul><li>Other Ads the Used Winning Title </li></ul><ul><ul><li>-14% </li></ul></ul><ul><ul><li>-12% </li></ul></ul>{keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com Winning Recipe
  16. 16. 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 www.brand.com/{keyword} 9.37%
  17. 17. What’s Better? {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} Winning Recipe Best Predicted Best Predicted +52% Lift in Conversion Rate
  18. 18. Test 3: What are the effects of Quality Score?
  19. 19. 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%
  20. 20. 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%
  21. 21. 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%
  22. 22. Who Decides Relevance? <ul><li>Group G-I had </li></ul><ul><li>17% of the Impressions of A-C </li></ul><ul><li>32% of the Conversions of A-C </li></ul><ul><li>82% higher Conversion Rate than A-C </li></ul>
  23. 23. Test 3: What are the effects of Quality Score? X Ignore the Score!!!
  24. 24. Universal Search - Universal Truths <ul><li>Look at Natural Results </li></ul><ul><li>Think about SERP Dynamic </li></ul><ul><li>Discovery>Consideration>Purchase </li></ul>
  25. 25. Jonathan Mendez - OTTO Digital, Chief Strategy Officer <ul><li>optimizeandprophesize.com - My Blog </li></ul><ul><li>ottodigital.com/blog - OTTO Digital Blog </li></ul><ul><li>landingpageoptimization.com - Matt Roche Blog </li></ul>Thanks!

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