1) Three ads performed similarly but statistical analysis was needed to determine a true winner with confidence. 2) An experiment testing Google Only versus Google Plus Search Partners found differences in click-through rate, conversion rate, and cost per conversion. 3) Headline, description, and formatting tests of ads found small variations in click-through rate and conversion rate, indicating minor changes may not meaningfully impact performance.

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