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#SMX #21B @bgTheory
Brad Geddes, Co-Founder AdAlysis
How To Get Creative With Ad Copy &
Testing
#SMX #21B @bgTheory
A/B Testing
#SMX #21B @bgTheory
What is multi ad group testing?
#SMX #21B @bgTheory
§  Are consumers price sensitive? (discounts, prices in ads)
§  Does Location matter? (use geographi...
#SMX #21B @bgTheory
Remember to Segment Data
Basic Segments:
•  Your brand
•  3rd party brands
•  Products
•  Informationa...
#SMX #21B @bgTheory
§  Examples:
§  GEO vs Non-GEO headlines
§  Call us vs Learn More CTAs
§  Brand vs Non-Brand Headl...
#SMX #21B @bgTheory
Create Consistent Ads Across Segments
Ad Group D2
1 Rush Shipping!
1 Free Shipping!
1 Price $
2 Rush S...
#SMX #21B @bgTheory
Use Software or Pivot Tables to Analyze Data
#SMX #21B @bgTheory
Let’s Talk Case Studies
#SMX #21B @bgTheory
Using Customer Data
#SMX #21B @bgTheory
Free vs Rush Shipping
Ad CTR Conv
Rate
CPI Avg
Order
Fast & Free
Shipping
4.96% 4.22% 0.209% $71.32
Ru...
#SMX #21B @bgTheory
Segmenting by Customer Type
Type Ad CTR Conv Rate RPI
B2B Fast & Free Shipping 2.31% 3.46% 0.286328
B2...
#SMX #21B @bgTheory
Using Ad Test Data on Landing Pages
Conversion Rate
+9% Lift
+11% Lift
Revenue
+1%
-8%
#SMX #21B @bgTheory
Many Button Iterations
#SMX #21B @bgTheory
Using Ad Test Data on Landing Pages
Conversion Rate
+7% Lift
+9% Lift
Revenue Lift
+9%
+11%
#SMX #21B @bgTheory
Outlier Data is Good for Extension Testing
#SMX #21B @bgTheory
Campaign Changes w/ New Extensions
Pre-Extension Changes Post-Extension Changes
#SMX #21B @bgTheory
One B2B Company’s Stats
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0
5,000
10,000
15,000
20...
#SMX #21B @bgTheory
Mobile Design Options
#SMX #21B @bgTheory
§  Each Ad Group in Test (117):
§  The same ad 3 times (used tracking codes to
differentiate ads so ...
#SMX #21B @bgTheory
The Results for Mobile Devices
Website Conversion Rate
Desktop 1.16%
Responsive Design 3.10%
Mobile Sp...
#SMX #21B @bgTheory
Remember to Test Mobile Ads
Mobile CTR Desktop CTR
Call Us 11.2% (includes
calls)
5.2%
Contact Us 4.1%...
#SMX #21B @bgTheory
A Few Months After Mobile Tests
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0
5,000
10,000
1...
#SMX #21B @bgTheory
Note: Not all B2B Companies Will Find Mobile
Success
Source: Think with Google:
http://ssl.gstatic.com...
#SMX #21B @bgTheory
§  Extended headline tests correlate to email open rates
§  CTA testing is good for email buttons or...
#SMX #21B @bgTheory
§  Determine the market research questions you’d to understand
§  Determine your ad testing segments...
#SMX #21B @bgTheory
AdAlysis Can Help You Find Insights
Your
Data
Insights
#SMX #21B @bgTheory
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015
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How to Get Creative With Ad Copy and Testing By Brad Geddes

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: How to Get Creative With Ad Copy and Testing - Given by Brad Geddes, @bgTheory - Certified Knowledge, Founder. #SMX #21B

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How to Get Creative With Ad Copy and Testing By Brad Geddes

  1. 1. #SMX #21B @bgTheory Brad Geddes, Co-Founder AdAlysis How To Get Creative With Ad Copy & Testing
  2. 2. #SMX #21B @bgTheory A/B Testing
  3. 3. #SMX #21B @bgTheory What is multi ad group testing?
  4. 4. #SMX #21B @bgTheory §  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) §  DKI vs non-DKI §  Ad Customizers vs static lines §  etc… Multi-Ad Group Testing Insights
  5. 5. #SMX #21B @bgTheory Remember to Segment Data Basic Segments: •  Your brand •  3rd party brands •  Products •  Informational •  Long tail •  By buying cycle entrance •  Etc… Ad Type: •  Text ads •  DSAs •  Image ads •  Call only ads •  HSAs •  etc… Devices: •  Mobile •  Desktops •  All
  6. 6. #SMX #21B @bgTheory §  Examples: §  GEO vs Non-GEO headlines §  Call us vs Learn More CTAs §  Brand vs Non-Brand Headlines §  Rush vs Free Shipping List Out Your Ideas
  7. 7. #SMX #21B @bgTheory Create Consistent Ads Across Segments Ad Group D2 1 Rush Shipping! 1 Free Shipping! 1 Price $ 2 Rush Shipping! 2 Free Shipping! 2 Price $ 3 Rush Shipping! 3 Free Shipping! 3 Price $ Etc… Etc…
  8. 8. #SMX #21B @bgTheory Use Software or Pivot Tables to Analyze Data
  9. 9. #SMX #21B @bgTheory Let’s Talk Case Studies
  10. 10. #SMX #21B @bgTheory Using Customer Data
  11. 11. #SMX #21B @bgTheory Free vs Rush Shipping Ad CTR Conv Rate CPI Avg Order Fast & Free Shipping 4.96% 4.22% 0.209% $71.32 Rush Shipping 5.13% 4.32% 0.225% $357.91
  12. 12. #SMX #21B @bgTheory Segmenting by Customer Type Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328 B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408 B2C Rush Shipping 1.96% 3.05% 0.043392
  13. 13. #SMX #21B @bgTheory Using Ad Test Data on Landing Pages Conversion Rate +9% Lift +11% Lift Revenue +1% -8%
  14. 14. #SMX #21B @bgTheory Many Button Iterations
  15. 15. #SMX #21B @bgTheory Using Ad Test Data on Landing Pages Conversion Rate +7% Lift +9% Lift Revenue Lift +9% +11%
  16. 16. #SMX #21B @bgTheory Outlier Data is Good for Extension Testing
  17. 17. #SMX #21B @bgTheory Campaign Changes w/ New Extensions Pre-Extension Changes Post-Extension Changes
  18. 18. #SMX #21B @bgTheory One B2B Company’s Stats 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Desktop Tablet Mobile Conversions By Device Sessions Conversion Rate
  19. 19. #SMX #21B @bgTheory Mobile Design Options
  20. 20. #SMX #21B @bgTheory §  Each Ad Group in Test (117): §  The same ad 3 times (used tracking codes to differentiate ads so no duplicates existed) §  Mobile preferred flag checked §  Labeled each ad by format type (desktop, mobile, responsive) §  Landing Pages: §  Created small responsive design site §  Created small mobile only site The Design Test
  21. 21. #SMX #21B @bgTheory The Results for Mobile Devices Website Conversion Rate Desktop 1.16% Responsive Design 3.10% Mobile Specific 7.28%
  22. 22. #SMX #21B @bgTheory Remember to Test Mobile Ads Mobile CTR Desktop CTR Call Us 11.2% (includes calls) 5.2% Contact Us 4.1% 6.9% Example.com/Things 4.2% 5.3% M.example.com/things (or example.com/mobile) 8.2% N/A Find the Nearest Store 7.6% 4.5% Shop Now 2.1% 5.8%
  23. 23. #SMX #21B @bgTheory A Few Months After Mobile Tests 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Desktop Tablet Mobile Conversions By Device Sessions Conversion Rate
  24. 24. #SMX #21B @bgTheory Note: Not all B2B Companies Will Find Mobile Success Source: Think with Google: http://ssl.gstatic.com/think/docs/creating-moments-that-matter_research-studies.pdf
  25. 25. #SMX #21B @bgTheory §  Extended headline tests correlate to email open rates §  CTA testing is good for email buttons or landing pages §  Headline testing for landing page headlines §  Image ad ‘theme testing’ (use labels) is good for finding the overall best ads §  Segment this data by targeting type §  For placement targeting, test blended vs contrasting backgrounds §  When you need global insights, use Multi-Ad Group Testing! Other Testing Ideas
  26. 26. #SMX #21B @bgTheory §  Determine the market research questions you’d to understand §  Determine your ad testing segments §  Always segment by ad type §  Always segment by device §  Create multi-ad group tests to find insights §  Use ad data to create rules around ad creation §  Leverage outlier data in extensions or other channels §  Use your insights to change landing pages or for other channels §  Repeat forever Recap
  27. 27. #SMX #21B @bgTheory AdAlysis Can Help You Find Insights Your Data Insights
  28. 28. #SMX #21B @bgTheory THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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