Voted "Best overall presentation from Heroconf London 2017"
“Google doesn’t understand your business, so better pick the winner yourself” – that’s how most PPC professionals approach ad testing. Rotating your ads and waiting for statistical significance has been accepted as the best practice approach for years. The problem: It doesn’t work. Statistical significance sounds fantastic, but with regards to AdWords, it’s nonsense.
This presentation looks at two things: Why the best practice approach can’t possibly work – and how it actually doesn’t. To this end, it includes exclusive data on a large number of ad tests that didn’t go as you would’ve expected.
This presentation covers
* Why statistical significance has no place in ad testing
* What actually happens if you follow the industry best practice
* Why simpler approaches can actually lead to better results