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Tips for creating, testing and optimizing paid search ads

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Tips for creating, testing and optimizing paid search ads

  1. 1. Brad Geddes Founder, Certified Knowledge Founder, AdAlysis Author, Advanced Google AdWords @ bgtheory @bgTheory Creating, Optimizing, and Testing Paid Search Ads SMX West 2014 CopyrightCertified Knowledge 2014 @ bgtheory
  2. 2. Which Ad Is Best? 2 Answer: Technically 1, but you don’t have enough data! @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  3. 3. Real Answer: It depends by Device 3 The Real Answer: • Ad 1 is Best for Mobile • Ad 2 Is Best for Desktops @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  4. 4. Make Sure You Use Mobile Preferred 4 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  5. 5. Test by ‘Effective Device’ 5 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  6. 6. Ensure All You Multi-Device Ad Groups have Mobile & Desktop Ads in Them 6 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  7. 7. Create multiple ads per ad group Analyze the data by device Make the mobile winner mobile preferred Leave the desktop winner as is The ‘Cheater’ Method 7 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  8. 8. Which Test is Best? 8 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  9. 9. Impression Click  CPC Impression & Click:  CTR Conversions  Average sale amount @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 9 PPC Metrics For Ad Testing
  10. 10. Impression Click  CPC Impression & Click:  CTR Conversions  Average sale amount Conversion Rate 10 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  11. 11. Impression Click  CPC Impression & Click:  CTR Conversions  Average sale amount CPA: Cost Per Acquisition 11 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  12. 12. Impression Click  CPC Impression & Click:  CTR Conversions  Average sale amount ROAS or ROI 12 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 Note: ROAS is a good bid management strategy if you watch the volume.
  13. 13. Metrics Should Start at the Impression 13 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  14. 14. Must Accommodate CPCs & Cost 14 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  15. 15. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 15 Take into Account Conversions & Sale Amount
  16. 16. Impression Click  CPC Impression & Click:  CTR Conversions  Average sale amount CPI: Conversion per Impression 16 Great for CPA Target Accounts Not great for accounts with margins and variable sales amounts @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  17. 17. Profit Per Impression 17 PPI = (Revenue – Cost)/ (Impressions) If you have margins, hard costs, etc – remove those before calculations. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  18. 18. Don’t Forget Lifetime Value 18 If 2 more sales a year at $25 Sale: @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
  19. 19. Minimum data @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 19 Data after 97 impressions Ad Impressions Clicks CTR Z-Score Confidence Control 40 1 2.5% N/A Ad 2 33 5 15.15% 1.88 97.03% Ad 3 24 0 0% -1.01 15.57% Data after 3163 impressions Ad Impressions Clicks CTR Z-Score Confidence Control 1023 23 2.25 N/A Ad 2 993 29 2.92% 0.95 82.9% Ad 3 1147 56 4.88% 3.35 99.96%
  20. 20. Always Use Rotate for Testing @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 20
  21. 21. Time  Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.  Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.  Ideal: 3 buying cycles (with a minimum of one month) Traffic  Minimum 300 clicks per ad.  Better: 500 clicks per ad  Ideally: 1000 clicks per ad.  One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making decisions. Conversions:  Minimum: 7 conversions per ad  Ideally: 15+ conversions per ad. Minimum Data Recommendations @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 21
  22. 22. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 22 Use Pivot Tables To Test At Ad Line Levels
  23. 23. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 23 AdAlysis Beta: Powerful Ad Testing Made Easy If Interested – Just let me know: @bgTheoryBrad@bgTheory.com

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