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Organizing Your Account Through Ad Testing By Brad Geddes

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: Organizing Your Account Through Ad Testing - Given by Brad Geddes, @bgtheory - Certified Knowledge, Founder. #SMX #11B

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Organizing Your Account Through Ad Testing By Brad Geddes

  1. 1. #SMX #11B @bgTheory Brad Geddes | Co-Founder of AdAlysis Organizing Your Account Through Ad Testing
  2. 2. #SMX #11B @bgTheory Airline  company   •  Fly  from  40  cities  to  40  cities   •  Cities  encompass  6  countries  &  5  languages   How  do  you  create  this  account?   Scenario
  3. 3. #SMX #11B @bgTheory Main Keywords Modifiers <city>  to  <city>   <airport  code>  to  <airport  code>   <airport  name>  to  <airport  name>   From  <airport  code>   To  <airport  code>   From  <city>   To  <city>   From  <airport  name>   To  <airport  name>       Initial keyword brainstorm Flights   Airlines   Travel   Cheap  flights   Cheap  travel   Deals  
  4. 4. #SMX #11B @bgTheory •  SJC  to  IAD   •  IAD  to  SJC   •  Dulles  to  San  Jose  Flights   •  Flights  from  San  Joe  to  Dulles   •  Washington  DC  to  San  Jose  Flights   •  San  Jose  to  Washington  DC  Cheap  Flights   •  Cheap  flights  to  San  Jose   •  Cheap  flights  from  Dulles   Potential Keywords
  5. 5. #SMX #11B @bgTheory How Many Ad Groups? Keyword    Type   Combinations   Languages   Minimum  Ad  Groups   <city>  to  <city>   1600   5   8000   <airport  code>  to  <airport  code>   1600   5   8000   <airport  name>  to  <airport  name>   1600   5   8000   From  <airport  code>   40   5   200   To  <airport  code>   40   5   200   From  <city>   40   5   200   To  <city>   40   5   200   From  <airport  name>   40   5   200   To  <airport  name>   40   5   200   Total   3360   5   25,200  
  6. 6. #SMX #11B @bgTheory •  Should  discount/cheap  keywords  be  their  own  ad  group?   •  Should  travel  vs  flights  be  their  own  ad  group?   •  Should  ‘from’  keywords  be  geo-­‐targeted  to  a  specific  region?   •  Does  each  language/country  combination  need  a  campaign?   •  As  <city>  to  <city>  must  use  phrase  match,  must  have  every   combination  with/without  to,  and  other  connector  words   Should modifiers, languages, countries, etc be their own ad groups or campaigns?
  7. 7. #SMX #11B @bgTheory Are you already organizing keywords? Account   Campaign   Ad  group  1   Ad  group  2   Ad  group  3   Campaign   2   Ad  group  1   Ad  group  2   Ad  group  3  
  8. 8. #SMX #11B @bgTheory Stop! Keywords are irrelevant to organization A  keyword’s  only  purpose  is  to   show  an  ad  and  set  a  bid.       All  organization  should  come  from   the  ad  a  user  sees  
  9. 9. #SMX #11B @bgTheory Stop Organizing Keywords: What is the ad? The  Ad   Minimum  Ad  Groups   To  <city>/<airport  code>   200   From  <city>/<airport  code>   200   <city>  to  <city>   16,800  
  10. 10. #SMX #11B @bgTheory Keywords:   •  Orlando  to  Munich  Flights   •  Munich  to  Rome  Flights   •  etc     Initial Ad Tests with Most Specific Keywords Ads   CTR   Conv  Rate   To  <city>   2.3%   1.90%   From  <city>   1.8%   1.5%   <city>  to  <city>   4.1%   3.75%   Next  problem:     What  is  user  just  types  in  ‘cheap  flights  to  Orlando’?   If  use  national  targeting,  can’t  create  <city>  to  <city>  ads  
  11. 11. #SMX #11B @bgTheory Experiment   •  Create  10  campaigns  targeted  to  a  specific  city  (so  can  create   <city>  to  <city>  Ads   •  Use  keywords  such  as  ‘flights  to  Orlando’  (only  know  one  city)   Next Experiment Ads   CTR   CR   Original  CR   To  <city>   2.9%   1.8%   1.90%   From  <city>   2.3%   1.5%   1.5%   <city>  to  <city>   4.1%   3.6%   3.75%  
  12. 12. #SMX #11B @bgTheory •  Cheap  vs  deals  vs  inexpensive  made  a  slight  difference  in  the  ads;  but   not  enough  to  double  or  triple  ad  groups   •  Airport  names  do  better  than  codes  or  cities;  need  own  ad  groups   •  Managing  campaigns  by  country  was  better  than  by  language  even  if   some  countries  need  multiple  language  ad  groups   •  Special  RLSA  ads  made  a  difference;  but  not  enough  to  warrant   doubling  the  ad  groups   •  Multiple  rounds  of  multi-­‐ad  group  testing  were  used  to  determine   D1s  &  CTAs.     Additional Ad Tests Concluded:
  13. 13. #SMX #11B @bgTheory •  Creating  a  campaign  for  every  single  city  increases  revenue  for  the  airline   company.   •  Creating  a  campaign  for  every  city  they  fly  from  would  be  an  additional  ~200   campaigns  and  80,000+  ad  groups   •  Account  is  managed  by  4  people.     •  Structure  overwhelms  resources   •  Solutions:   •  Hire  (not  going  to  do  that  right  now)   •  Create  additional  campaigns  only  for  cities  with  more  than  1000+  conversions/year   and  not  more  than  10-­‐20  cities   •  Skip  this  structure  type  due  to  resource  constraints         What do you do with the data?
  14. 14. #SMX #11B @bgTheory Final Initial Organization Due to Resource Constraints Campaign  Type   #  of  cmp    type   Keyword    Type   Modifications   Total  Ad  Groups   Country  -­‐  Specific   6  <city>  to  <city>   None   9600   Country  -­‐  Specific   6  <airport  code>  to  <airport  code>   None   9600   Country  -­‐  Specific   6  <airport  name>  to  <airport  name>   None   9600   Country  -­‐  Specific   6  From  <airport  code>   None   240   Country  -­‐  Specific   6  To  <airport  code>   None   240   Country  -­‐  Specific   6  From  <city>   None   240   Country  -­‐  Specific   6  To  <city>   None   240   Country  -­‐  Specific   6  From  <airport  name>   None   240   Country  -­‐  Specific   6  To  <airport  name>   None   240   Country  -­‐  Specific   6  <city>  to  <city>   Cheap  /  Deals   9600   Country  -­‐  Specific   6  <airport  code>  to  <airport  code>   Cheap  /  Deals   9600   Country  -­‐  Specific   6  From  <airport  code>   Cheap  /  Deals   240   Country  -­‐  Specific   6  To  <airport  code>   Cheap  /  Deals   240   Country  -­‐  Specific   6  From  <city>   Cheap  /  Deals   240   Country  -­‐  Specific   6  From  <airport  name>   Cheap  /  Deals   240   Country  -­‐  Specific   6  To  <airport  name>   Cheap  /  Deals   240   Country  -­‐  Specific   6  To  <city>   Cheap  /  Deals   240   City  -­‐  specific   10  To  <airport  code>   None   400   City  -­‐  specific   10  To  <city>   None   400   City  -­‐  specific   10  To  <airport  name>   None   400   City  -­‐  specific   10  To  <airport  code>   Cheap  /  Deals   400   City  -­‐  specific   10  To  <city>   Cheap  /  Deals   400   City  -­‐  specific   10  To  <airport  name>   Cheap  /  Deals   400   City  -­‐  specific   10  Generic  flight  words   None   10   City  -­‐  specific   10  Generic  words  (cheap  flights)   Cheap  /  Deals   10   Country  -­‐  Generic   6  Generic  words  (cheap  flights)   Multiples   150   Brand   1  Brand   Multiples   11   Total   23   53,461  
  15. 15. #SMX #11B @bgTheory •  If  city  has  more  than  500/conversions  year  –  it  gets  a  campaign.   •  All  ads  are  tested  with  multi-­‐ad  group  testing  within  a  country  and  by  ad  group   type   •  RLSA  is  bid  modifier  only   •  Using  dynamic  remarketing   •  All  ad  groups  labeled  by  match  type  to  ensure  proper  structure     •  Cannot  use  anything  but  exact  and  phrase  in  <city>  to  <city>  campaigns.   •  Next  expansion:   •  Test  mixed  keywords:  <city>  to  <airport  code>;  <airport  name>  to  <city>;  etc   •  DSAs  for  query  mining   •  Additional  language  expansion     •  Additional  remarketing  /  RLSA  testing     Additional Notes
  16. 16. #SMX #11B @bgTheory If  you  want  more   DSA  information;   attend  this  session   later  today   DSAs as an Organizational Research Tool
  17. 17. #SMX #11B @bgTheory How Many Ad Groups & Categories Could You Create? TV  &  Home  Theatre   TVs  /  Audio  /  Video   Home  Theater  Systems   Sound  Bars   Speakers   Receivers  &  Amplifiers   Stereo  Shelf  Systems   Wireless  &  Multiroom   Audio   CD  Players  &  Turntables   Headphones   Headphones   Earbud  &  In-­‐Ear   Headphones   Gaming  Headsets   Kids'  Headphones   Over-­‐Ear  &  On-­‐Ear   Headphones   Sports  Headphones   Studio  Headphones   Wireless  Headphones   Headphone  Accessories   Gaming  Headsets   Brand   Style   Features   Features   Noise  cancelling   Rechargeable   DSP   USB  
  18. 18. #SMX #11B @bgTheory DSA Category Rough Ad Preview •  Home  appliances   •  Kitchen  Appliances   •  Small  appliances   •  Blenders   –  Juicers       Simple DSA Testing Can Help You Out <dynamic  title>   <category>  Up  to  25%  Off     Free  Shipping  on  <category>!  
  19. 19. #SMX #11B @bgTheory The Ad Results Segment   Impressions   Clicks   CTR   Conv  rate   Home  appliances   1,043,201   8,012   0.77%   1.26%   Kitchen  Appliances   328,497   4023   1.22%   1.67%   Small  appliances   229,677   3301   1.44%   2.15%   Blenders   118,093   2122   1.80%   3.02%   Juicers   31,012   572   1.84%   3.1%  
  20. 20. #SMX #11B @bgTheory Within  reason…   When You “Scale” Ads - must accept some inefficiencies
  21. 21. #SMX #11B @bgTheory •  There’s  a  Reason  they  are  named:   •  Google  AdWords   •  Bing  Ads   •  Ad  Groups   •  Organization  is  from  the  ads   •  Devise  your  ad  tests   •  Populate  ad  groups  with  targets   based  upon  ads   •  Read  the  data   •  Create  organizational  strategies  from   the  ad  results   Recap Automate  Your  Ad  Testing  
  22. 22. #SMX #11B @bgTheory SEE YOU AT THE NEXT #SMX THANK YOU!

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