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  • 1. Never Assume, Because…. 1
  • 2. The Difference Between 2 Ads May Be Closer Than It Appears 2
  • 3. Who Won? Ad Group Impressions Clicks CTR Ad A 122,997 932 0.76% Ad B 45,926 391 0.85% Ad C 123,373 986 0.80% 3
  • 4. Are You Sure? Ad Impressions Clicks CTR Conversions Conv % Cost/Conv Group Ad A 122,997 932 0.76% 128 13.73% $17.71 Ad B 45,926 391 0.85% 47 12.02% $19.87 Ad C 123,373 986 0.80% 92 9.33% $26.50 4
  • 5. Positive? Option Profit/1000 Impressions (in $) A 1025.05 B 1001.36 OVERALL WINNER: There is not enough data to confidently determine which ad will generate more profits for you with at least 80% confidence. 5
  • 6. Audiences Are Not Homogeneous 6
  • 7. Google Only vs. Google + Search Partners Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Control, Google 51,139 1,851 3.62% 703 37.98% $0.44 Only Test, Google 22,324 714 3.20% 277 38.80% $0.43 Only Control, Google 112,653 2,928 2.60% 905 30.91% $0.61 + Partners Test, Google + 56,233 1,391 2.47% 412 29.62% $0.63 Partners 7
  • 8. PPC Engines Are Not Homogeneous, Either = = ? 8
  • 9. Google vs. Yahoo Ad Group Impressions Clicks CTR Conversions Conv % Ad 1, Engine A 119,972 614 0.51% 90 14.66% Ad 2, Engine A 2,797 49 1.75% 18 36.73% Ad 1, Engine B 8,280 83 1.00% 15 18.07% Ad 2, Engine B 48,785 344 0.71% 55 15.99% Revenue Impact = $567,218.48 9
  • 10. Little Things Mean A Lot… (or do they?) 10
  • 11. Headline Test Avg Headline Impressions Clicks CTR Conv % Position Events In Pure Michigan Festivals, shows, & more. Find out 74,063 2,063 2.79% 2.4 29.37% what's happening in Michigan today! Pure Michigan Events Festivals, shows, & more. Find out 67,133 1,863 2.78% 2.2 29.31% what's happening in Michigan today! 11
  • 12. Description Test Avg Headline Impressions Clicks CTR Conv % Position Pure Michigan Travel Official site for Pure Michigan. 90,456 2,431 2.69% 1.7 41.42% Your trip begins at michigan.org. Pure Michigan Travel Official site for Michigan tourism. 369,587 10,027 2.71% 1.7 41.26% Your trip begins at michigan.org. 12
  • 13. Sentence vs. Title Case Test Avg Headline Impressions Clicks CTR Conv % Position Casinos In Michigan Find casino & gaming action at 42,639 2,872 6.74% 1.7 30.99% a great Michigan casino near you. Casinos In Michigan Find Casino & Gaming Action at 43,541 2,990 6.87% 1.8 33.03% A Great Michigan Casino Near You. 13
  • 14. Never Assume: • That the ad that looks like the winner really is the winner. Analyze your results with statistics before making a decision. • That Search Partners will perform the same as the search engine. • That results in Google will hold true in Yahoo and Bing. • That minute differences in ad copy make a difference. 14
  • 15. Melissa Mackey mmackey@fluencymedia.com @Mel66