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AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) By Susan Waldes

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Perfect Your SEM Testing: How & Why To Evaluate Everything. PRESENTATION: AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) - Given by Susan Waldes, @suzyvirtual - Five Mill, President. #SMX #22B

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AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) By Susan Waldes

  1. 1. #SMX #22B @suzyvirtual Adwords Drafts & Experiments (Answering the Age Old SEM Mysteries) Perfect Your SEM Testing: How & Why To Evaluate Everything
  2. 2. #SMX #22B @suzyvirtual “let’s test these new keywords” SEMs <3 Tests “let’s test gmail ads” “lets test a new callout extension”
  3. 3. #SMX #22B @suzyvirtual Is it Really a Test? Things SEMs Call Tests 90% ThingsThat Are ReallyTests 10% SEMTesting Things SEMs Call Tests Things That Are Really Tests
  4. 4. #SMX #22B @suzyvirtual A/B Experiments – Put on Your Scientist Hat and Make Really Really Real Tests ‘Cause data…
  5. 5. #SMX #22B @suzyvirtual Adwords Campaign Experiments (ACE) & Campaign Drafts & Experiments Adwords Campaign Experiments Campaign Drafts & Experiments Called (More or Less) Campaign Experiments X X Can Test Ad Copy, Landing Pages & Bids X X 1 Experiment Only Covers 1 Campaign X X Can Test A Bunch of Other Things X
  6. 6. #SMX #22B @suzyvirtual Stuff You Can A/B Test Without These Tools  Landing Page Performance  Ad Performance
  7. 7. #SMX #22B @suzyvirtual Stuff You Could Historically A/B Test With ACE  Landing Page Performance  Ad Performance  Higher/Lower CPC bids – Why? Control Your Traffic Split • Test ad copy, landing pages and bids on less than half of traffic – What would happen if we doubled our bid? – What if we cut our product price in half? – What if we use a radically different landing page?
  8. 8. #SMX #22B @suzyvirtual Should we use CPA or CPC bidding? How would enhanced CPC impact our performance? What's the best geo strategy (DMA, city, zips, radius, negative strategy)? Is performance different for Phrase vs Modified Broad Keywords? Should I negate recent converters from my search campaigns? What is the right impression cap for my GDN campaigns? Are my negative keywords blocking quality traffic? Would a different set of ad extensions work better for me? What’s the best ad rotation setting? Do I get incremental traffic by adding positive bid modifiers to my scheduling, my device targets or my RLSA audiences? What happens if we turn search partners on? What’s the impact of standard vs accelerated bidding? Should I use broad match keywords? Which approach to campaign structure works better? Do single keyword ad groups make a difference to performance? Stuff You Can Test With Campaign Drafts & Experiments Landing Page Performance Ad Performance Higher/Lower CPC bids Tons of Other Stuff!!! (Really real tests with really real data)
  9. 9. #SMX #22B @suzyvirtual Powerful New Underutilized Tool!!!!
  10. 10. #SMX #22B @suzyvirtual The Age Old Questions of the Ancient PPCs – Should we use CPA or CPC bidding? – How would enhanced CPC impact our performance? – What's the best Geo strategy? – Is performance different for Phrase vs Modified Broad Keywords? – Should I negate recent converters from my search campaigns? – Should I target “all languages” ? – What is the right impression cap for my GDN campaigns? – Are my negative keywords blocking quality traffic? – Would a different set of ad extensions work better for me?
  11. 11. #SMX #22B @suzyvirtual Create a Draft Click into a campaign and create a draft Use a smart descriptive title
  12. 12. #SMX #22B @suzyvirtual Edit Your Draft Performance data is carried from the source campaign
  13. 13. #SMX #22B @suzyvirtual Drafts Handy even if you aren’t experimenting:  Create new campaign(s) with filterable data  Launch new campaign(s) on a target date.  Work “in-progress” outside of AdWords Editor  Easy to QA/Share with team/client
  14. 14. #SMX #22B @suzyvirtual Edit Your Draft Edit the draft for your test. Campaign settings alone are a huge area of potential tests. Make sure you are tracking your 2 traffic segments (think LTV)
  15. 15. #SMX #22B @suzyvirtual Start Your Experiment
  16. 16. #SMX #22B @suzyvirtual Start Your Experiment  Know what you are testing and what metric it impacts (think like a scientist)  Name intelligently  Calculate how much data you will need for a statistically significant result – Choose your dates – Choose your traffic split (minimize risk with smaller % experiments)
  17. 17. #SMX #22B @suzyvirtual Running the Experiment
  18. 18. #SMX #22B @suzyvirtual Finding Your Experiments  Drafts and Experiments live in their own areas accessed by the left nav  They also “live” in their source campaigns  They appear like a campaign in Adwords Editor  In a campaign/ad group/keyword view, the experiment campaign is “within” the source campaign data
  19. 19. #SMX #22B @suzyvirtual Analyze Your Experiment  Top-level performance automatic (reporting scorecard)  All columns and data points are available in the tables below for download and further comparison
  20. 20. #SMX #22B @suzyvirtual Analyze Your Experiment  Use common sense (googles stat sig is based on number size alone)  Only appears on the “scorecard” metrics
  21. 21. #SMX #22B @suzyvirtual Analyze Your Experiment  Top-level performance splits are limited, arbitrary metrics without column control  All metrics for the experiment are available in normal data when in the experiment view  Stand-alone control data is NOT available. Extract experiment data from campaign data to retrieve it.
  22. 22. #SMX #22B @suzyvirtual What Have We Discovered?
  23. 23. #SMX #22B @suzyvirtual Should You Negate Keywords For Mapping Purposes?  No statistically significant increase in impressions If you want to
  24. 24. #SMX #22B @suzyvirtual CPA or CPC Bidding? ***TOTALLY DEPENDSONTHE QUALITYOFYOURCPC BIDS/PLATFORM/STRATEGYP  For me: – Googles CPA 86% higher – Googles conv rate 30% lower – Our tool had +30% margins (147% ROAS), Googles tool had -25% margins (75% ROAS) – our ROAS is 200% better – Google sent 80 questionably incremental converted clicks at an additional cost of 2217eu, making theCPA on those incremental conversions 27.70 which is 4x our CPA target for this campaign.
  25. 25. #SMX #22B @suzyvirtual Start Testing!!!  Define a test within the limitations: – No ROAS, outranking or position bidding (ROAS in Q4) – Can’t test across multiple campaigns  Create a hypothesis – Define the meaningful metric(s) – Define threshold of reasonable statistical significance – Define the % of traffic going to your test – Translate that stuff into a date range  MAKE SURE YOU ARE FULLY TRACKING (add parameters etc)  TEST  Analyze  Share results and test more!
  26. 26. #SMX #22B @suzyvirtual LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX fivemill.com WE’RE HIRING (and not just Susan W’s) susan@fivemill.com @suzyvirtual

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