Never Assume, Because….
1
The Difference Between 2 Ads May Be
Closer Than It Appears
2
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%
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...
Positive?
Option Profit/1000 Impressions (in $)
A 1025.05
B 1001.36
5
B 1001.36
OVERALL WINNER: There is not enough data t...
Audiences Are Not Homogeneous
6
Google Only vs. Google + Search Partners
Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv
Control, Google
Only...
PPC Engines Are Not Homogeneous, Either
= = ?
8
Google vs. Yahoo
Ad Group Impressions Clicks CTR Conversions Conv %
Ad 1, Engine A 119,972 614 0.51% 90 14.66%
Ad 2, Engin...
Little Things Mean A Lot… (or do they?)
10
Headline Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Events In Pure Michigan
Festivals, shows, & more. Find o...
Description Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Pure Michigan Travel
Official site for Pure Michigan....
Sentence vs. Title Case Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Casinos In Michigan
Find casino & gaming ...
Never Assume:
• That the ad that looks like the winner really is the winner.
Analyze your results with statistics before m...
Melissa Mackey
mmackey@fluencymedia.com
@Mel66
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Test That Ad

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Test That Ad

  1. 1. Never Assume, Because…. 1
  2. 2. The Difference Between 2 Ads May Be Closer Than It Appears 2
  3. 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. 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. 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. 6. Audiences Are Not Homogeneous 6
  7. 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. 8. PPC Engines Are Not Homogeneous, Either = = ? 8
  9. 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. 10. Little Things Mean A Lot… (or do they?) 10
  11. 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. 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. 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. 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. 15. Melissa Mackey mmackey@fluencymedia.com @Mel66

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