You are not giving your PPC ads enough love. This presentation from SMX Sydney gives you a framework for ad testing as well as the common mistakes.

1. Why We Generally
Stink at Testing

2. @JeffAllenUT

3. The Perfect Ad:
Exists in a mythical
land where
seasons don’t exist
competitors never
change, and
search engines
stay the same.

4. Quick Wins & Easy Testing Ideas.
Common Testing Mistakes.
Ad Testing Framework.

5. I steal ideas.

6. 5 quick
Ad Testing Wins

7. 1. Choose the right ad format for the right
average position.

8. Ads in top positions with d-line 1
in headline get 9% higher CTR’s
than those without, but run-on
ads not in top positions have 50%
higher CTR’s.

9. Touring Michigan Wine – Wine-O-Wagon Tours
Ad www.fuitfulvinetours.com/
Reserve your seats online now.
Wine Tours Deals
www.groupon.com
Save 50% or More on Wine Tasting
Near You. Check Groupon First!
Examples

10. 2. Segment by Device Type when
concluding ad tests.

11. Get an instant 19% lift in sales
With mobile preferred ads.
Ad 1 IUC Ad 2 IUC 1 Over 2
Total 65 78 +20%
Desktop 59 74 +26%
Mobile 118 81 -31%

12. 1. Must already have at least 2 ads per
ad group.
2. Look at ads segmented by device.
3. If performance by device is different,
select the ads that perform best on
mobile and change to mobile
preferred.

13. 3. Segment by Network when concluding
ad tests.

14. Ad 1 CTR Ad 2 CTR Ad 2 Wins!
Total 18.80% 18.04% -4%
Google 18.31% 19.13% +5%
Search
Partners
29.17% 11.26% -62%
Search Partners have 2x CPA.
Thus making this a win-win.

15. 4. Test ads that go head-to-head with the
competition with those that focus on
differentiation.

16. Features/Benefits Call-to-Action
Head-to-Head • Free Shipping
• Huge Selection
• Shop Online
• Order Online
Differentiation • No Rx Needed
• Free Lenses,
Save $200
• Talk With A Pro
• Find The
Perfect Pair

17. 5. Use Sitelinks that make sense with for
the main destination URL.

20. Headlines 14,277 clicks
Specific Extensions 451 clicks

23. The result, or the warning sign
that relevancy may be missing, is
when CTR increases and CVR
decreases.

24. When It Comes To Testing
We All Make 3 Mistakes

25. 1. We use the wrong metrics to measure
winners.

27. IUC = Impressions Until Conversion
DPM = Dollars Per Thousand Impressions

28. IUC Ex.
5,000 impressions / 50 conversions = 100

29. DPM Ex.
($500 / 5,000 impressions) *1,000 = $100

30. Impr. Clicks Conv. CTR CVR IUC
Ad 1 18,314 670 40 3.7% 5.97% 17
Ad 2 9,265 416 20 4.5% 4.95% 21
Ad 3 15,267 625 39 4.1% 5.76% 16
Ad 3 was 2nd for both CTR & CVR
but had the best IUC.

31. 2. We don’t wait long enough considering
factors outside of our control.

32. Search Queries
Control SERP
70%
30%
Font
Text Size
Images
Knowledge Graph
Sitelinks
“Ad” image
PLAs
Personalized Results
Search engines test up
to 30% of traffic.

35. You Likely
Need 30% more traffic
Than you THINK

36. 3. We lack intestinal fortitude.

39. Sales Cycle
Day 1 Day 90

40. Day 1 Day 90
New Ad Copy Launch Display
New Landing Page
Pause High CPA KWs Add Lifestyle Terms

41. Day 1 Day 90
New Landing Page
Pause High CPA KWs Add Lifestyle Terms
New Ad Copy Launch Display

42. Day 1 Day 90
Pause Low Close KWs
Day 91 Day 180
New Landing Pages

43. Appointments  Sales

44. Add to Cart  Sales

45. Specific Pages  Lead Form Fills

46. Day 1 Day 30
Pause Low Appt KWs
Day 31 Day 60
New Landing Pages
Day 61 Day 90
New Ad Copy
Using Appointments as Intermediaries

47. This Testing Structure
1. Increased Enrollments 39%.
2. Increased Starts 150%.
3. In 50% of the time.

48. Make Better Decisions With
A Smart Testing Structure

49. Ad Testing Structure
1. Start with landing page first.
2. Gather group of 3 diverse people.
3. Create list of most compelling
features and benefits to test.
4. Create testing matrix with bracket
style competition between ads.
5. Report business level insights up to
CMO, marketing department, etc.

52. Features/Benefits Call-to-Action
Head-to-Head • Free Shipping
• Huge Selection
• Shop Online
• Order Online
Differentiation • No Rx Needed
• Free Lenses,
Save $200
• Talk With A Pro
• Find The
Perfect Pair

53. Headline A: Rx Glasses
Headline B: Free Lenses with Glasses
Headline C: $19 Rx Glasses
D1a: 1000s of Frames to Choose From.
D1b: Free Shipping On All Frames.
D1c: Our Glasses Ship Without An Rx.
D2a: Quick Online Ordering!
D2b: Find Your Perfect Pair Online!
D2C: Fitting Reps Available 24/7.

54. Headline A + D1a + D2a
Headline B + D1a + D2a
Headline C + D1a + D2a
Headline A + D1b + D2a
Headline B + D1b + D2a
Headline C + D1b + D2a
Headline A + D1b + D2b
Headline B + D1b + D2b
Headline C + D1b + D2b

55. Roll-up Insights
“Every time Free Shipping appears we see a
12% lift in IUC.”
“Every time we taught selection we see a 19%
drop in CTR but a 10% lift in CVR.”

56. Ad Testing Structure
1. Start with landing page first.
2. Gather group of 3 diverse people.
3. Create list of most compelling
features and benefits to test.
4. Create testing matrix with bracket
style competition between ads.
5. Report business level insights up to
CMO, marketing department, etc.

57. Jeff Allen
Hanapin Marketing
@JeffAllenUT