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Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
Test That Ad
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Test That Ad

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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% 3 Ad B 45,926 391 0.85% Ad C 123,373 986 0.80%
  • 4. Are You Sure? Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Ad A 122,997 932 0.76% 128 13.73% $17.71 4 Ad B 45,926 391 0.85% 47 12.02% $19.87 Ad C 123,373 986 0.80% 92 9.33% $26.50
  • 5. Positive? Option Profit/1000 Impressions (in $) A 1025.05 B 1001.36 5 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.
  • 6. Audiences Are Not Homogeneous 6
  • 7. Google Only vs. Google + Search Partners Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Control, Google Only 51,139 1,851 3.62% 703 37.98% $0.44 Test, Google 22,324 714 3.20% 277 38.80% $0.43 7 Test, Google Only 22,324 714 3.20% 277 38.80% $0.43 Control, Google + Partners 112,653 2,928 2.60% 905 30.91% $0.61 Test, Google + Partners 56,233 1,391 2.47% 412 29.62% $0.63
  • 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% 9 Revenue Impact = $567,218.48 Ad 1, Engine B 8,280 83 1.00% 15 18.07% Ad 2, Engine B 48,785 344 0.71% 55 15.99%
  • 10. Little Things Mean A Lot… (or do they?) 10
  • 11. Headline Test Headline Impressions Clicks CTR Avg Position Conv % Events In Pure Michigan Festivals, shows, & more. Find out 74,063 2,063 2.79% 2.4 29.37% 11 what's happening in Michigan today! Pure Michigan Events Festivals, shows, & more. Find out what's happening in Michigan today! 67,133 1,863 2.78% 2.2 29.31%
  • 12. Description Test Headline Impressions Clicks CTR Avg Position Conv % Pure Michigan Travel Official site for Pure Michigan. Your trip begins at michigan.org. 90,456 2,431 2.69% 1.7 41.42% 12 Your trip begins at michigan.org. Pure Michigan Travel Official site for Michigan tourism. Your trip begins at michigan.org. 369,587 10,027 2.71% 1.7 41.26%
  • 13. Sentence vs. Title Case Test Headline Impressions Clicks CTR Avg Position Conv % Casinos In Michigan Find casino & gaming action at a great Michigan casino near you. 42,639 2,872 6.74% 1.7 30.99% 13 a great Michigan casino near you. Casinos In Michigan Find Casino & Gaming Action at A Great Michigan Casino Near You. 43,541 2,990 6.87% 1.8 33.03%
  • 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 14 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.
  • 15. Melissa Mackey mmackey@fluencymedia.com @Mel66

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