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How Brands Test PPC Ads By Brad Geddes


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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How Brands Test Their PPC Ads. PRESENTATION: How Brands Test PPC Ads - Given by Brad Geddes, @bgtheory - AdAlysis, Founder. #SMX #33B1

Published in: Marketing
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How Brands Test PPC Ads By Brad Geddes

  1. 1. #SMX #33B1 @bgTheory Using Data & Creativity Together How Brands Test PPC Ads
  2. 2. #SMX #33B1 @bgTheory What Brands Need to Know What ad is best for my brand name? What ads are best for my brand products? What ads are best for returning specific audiences? What ads are best for generic terms?
  3. 3. #SMX #33B1 @bgTheory Brand Testing Considerations Scale: • Are you testing 100,000 ads or 2? Are there brand guidelines/legal considerations for brand terms? Are there brand/legal guidelines for generic terms? Are we aligning tests/ads with other initiatives?
  4. 4. #SMX #33B1 @bgTheory What is ‘Best’? What do you want to do? The metric you should use Increase conversions Conversion per Impression (CPI) Increase visitors ClickThrough Rate (CTR) Increase engaged visitors Conversion per Impression (CPI) Get the most revenue possible Revenue per Impression (RPI) Improve quality scores ClickThrough Rate (CTR)
  5. 5. #SMX #33B1 @bgTheory Metrics for Most Brands BrandTerms • CPI • CTR Brand product /service terms: • CPI / RPI GenericTerms: • CPI / RPI • ROAS
  6. 6. #SMX #33B1 @bgTheory Confidence Factors by Term Type TermType Minimum Confidence LongTail Keywords 90% Mid data terms 90% – 95% 3rd Party Brands you Sell 90% (small brands) to 95% (large brands) Top Keywords (the ones you watch daily) 95% - 99% Your BrandTerms 99%
  7. 7. #SMX #33B1 @bgTheory Testing Types
  8. 8. #SMX #33B1 @bgTheory Single Ad Group Tests
  9. 9. #SMX #33B1 @bgTheory Multi-Ad Group Testing Idea 1 Idea 2 Idea 3 Idea 4 Idea 5
  10. 10. #SMX #33B1 @bgTheory Example: Free & Rush Shipping Vs 24 Hour Rush Available
  11. 11. #SMX #33B1 @bgTheory That Simple Test Resulted in 115 More Conversions/Month for a Small Account.
  12. 12. #SMX #33B1 @bgTheory Which Testing Type Should You Use? Single Ad GroupTesting • Insights within an ad group • Best for high traffic ad groups • Best for Brand ad groups • Good for other ad groups after you’ve done some multi-ad group testing for global insights Multi-Ad GroupTesting • Insights across a segment • Best for template created ads • Best for small data accounts • Best for market research
  13. 13. #SMX #33B1 @bgTheory Before You Start
  14. 14. #SMX #33B1 @bgTheory What Are You Trying to Learn? Are consumers price sensitive? (discounts, prices in ads) Does Location matter? (use geographies in ads) Does shipping matter? (Free or Rush shipping) Is selection important? (large, exclusive, variety, etc) How much does quality matter? (cheap, luxury) What’s your best CTA? (Call, Shop, Find, Discover, etc) Should your display URL be products, geo, CTAs, or something else? Do we need to pre- qualify clicks? (b2b vs b2c) etc…
  15. 15. #SMX #33B1 @bgTheory How Will You Segment the Data? BrandTerms • By ad type (DSA, ETA, Responsive, etc) • By ad group Brand Services/Product Terms • By ad type • By campaign or ad group (based upon scale) GenericTerms • By ad type • By campaign
  16. 16. #SMX #33B1 @bgTheory Create Your Testing Spreadsheet Test TermTypeWhere AdType Metrics Coordination Hypothesis Start Date End Date Conclusion What is the test name? What term types are being tested? Where will the test be conducted ? What ad formats are included? What is the winning metric and minimum data? Do we need to coordinate with other dpts? What is the hypothesis we’re trying to test? What did you learn?
  17. 17. #SMX #33B1 @bgTheory Example Test •Generic test to understand the impact of geographies in ads. TermType •Generic Where •Campaigns marked generic/service region AdType •ETAs Metrics •90% confidence •Minimum 25,000 impressions/ad set Coordination •Design to create matching geographies on page headline Hypothesis •Our users are looking for insurance that is local to them. While our ads currently use the state per our regulations, we believe that by moving to individual city level, we can increase our interactions with searchers How •We will create two headline 2s in all the ad groups for the test. •First test: Current ads (state name) •Second Test: Include ad customizers for city names
  18. 18. #SMX #33B1 @bgTheory Setup You Tests
  19. 19. #SMX #33B1 @bgTheory Launching Your Test Write the ads Pass ads to any legal/brand review teams Coordinate with any other design departments Create the ads in your PPC account Launch your test Make note of the start date in your spreadsheet
  20. 20. #SMX #33B1 @bgTheory Watch Your Test Results for Action If below minimum data, wait. • If below minimum confidence – wait • If above minimum confidence – take action If above minimum, calculate confidence factors If above maximum data and a test has no results, take action • In the case of multi-ad group testing: Replace entire string with a new pattern to test • (optional): Use insight in other areas, such as email, landing pages, etc Action = Pausing loser OR pausing loser & creating new challenger
  21. 21. #SMX #33B1 @bgTheory Once You Have Winners What is the insight? Where else can the insight be used? Landing pages Email CTAs or Subject Lines SEOTitleTags Images for other networks Etc…
  22. 22. #SMX #33B1 @bgTheory Recap What do you want to know? Where do you need that info? What is the scale of the test? What type of test should you run? Define your testing criteria Coordinate with other channel Setup & Run the test Make notes of insights & investigate where else you can use that data.
  23. 23. #SMX #33B1 @bgTheory Brad Geddes Serious about Ads & Data? Co-Founder, Adalysis Twitter: @bgTheory Read our blog: Test anything: