1. Ad Testing: Research & Findings Case Studies: Impact of Ad Elements on Conversion Jonathan Mendez December 4th, 2006

3. Ad Test Plan Summary Who: Major Product Aggregator/Vertical Search Engine Objective: Increase User Registrations from Google Ads Conversion Metric: Free user registration sign-up Campaign Population: Multiple Google AdGroups Campaign Length: 1 month Test Type: 4x3 Multivariate Case Study 1

4. Multivariate Test Array I H G F E D C B A - Control Recipe (9) www.brand.com {keyword} catalog search Find Parts fast at (brand) {keyword} catalog www.brand.com/catalogs Search Thousands of Products Find {keyword} suppliers {keyword} catalog www.brand.com/{keyword} Compare Products Today Search {AdGroup} suppliers {keyword} catalog www.brand.com/{keyword} {keyword} catalog search Find Parts fast at (brand) {keyword} suppliers www.brand.com Search Thousands of Products Find {keyword} suppliers {keyword} suppliers www.brand.com/catalogs Compare Products Today Search {AdGroup} suppliers {keyword} suppliers www.brand.com/catalogs {keyword} catalog search Find Parts fast at (brand) {keyword} www.brand.com/{keyword} Search Thousands of Products Find {keyword} suppliers {keyword} www.brand.com Compare Products Today Search {AdGroup} suppliers {keyword} URL (3) D2 (3) D1 (3) Title (3)

5. Test Results 36.71% 8.04% 7.63% I -12.82% 5.13% 10.41% H -14.32% 5.04% 10.06% G -8.50% 5.38% 9.42% F 4.72% 6.16% 13.00% E -56.29% 2.57% 9.34% D 3.42% 6.08% 14.04% C -27.05% 4.29% 14.30% B --- 5.88% 11.80% A - Control Lift Conversion Visitors Recipe

6. Winning Title, D1, D2 and URL : 36.71% Lift Other Ads that used that Title -14.32% -12.82% Other Ads that used that D1 3.42% -8.50% Other Ads that used that D2 3.42% -8.50% Other Ads that used that URL Control 4.72%

7. Test Element Influence 9.37% www.brand.com/{keyword} URL 23.56% Search Thousands of Products D2 53.53% Find {keyword} suppliers D1 13.54% {keyword} suppliers Title Influence on Conversion Winning Alternative Element

8. Next Steps A - Winning Recipe B - Best Predicted {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com A/B Test

9. Next Steps A - Winning Recipe B - Best Predicted {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com Best Predicted Won with 52% Lift vs. Winning Recipe! A/B Test

10. Performance of Ads that used {keyword} as the title Control -27.05% 3.42% Top 2 ads with highest CTR had {keyword} as the title 54% higher CTR than winning recipe 94% lower conversion rate than winning recipe Influence of the KW (only) in the Title

11. Quality Score: CTR Major Factor so… Title Major Factor in CTR All things being equal ads with kw insertion in title usually get higher CTR. But why does quantity equal quality? Quality Score Factors

12. But what is Relevant? Used to be…Google Ad Optimizer Turned Off, Traffic distributed evenly across recipes Last few months…not the case: What’s the Effect of this change by Google on Relevance & ROI? KW (only) in the Title Gets the Clicks!

13. Ad Test Plan Summary Who: Major Product Aggregator/Vertical Search Engine Objective: Increase User Registrations from Google Ads Conversion Metric: Free user registration sign-up Campaign Population: Multiple Google AdGroups Campaign Length: 1 month Case Study 2

14. Recipe A-C Title: “{keyword}” Titles, Impressions & Relevance 5.72% 264,784 Recipe C 5.72% 265,045 Recipe B 5.72% 265,909 Recipe A Conversion Rate Impressions Recipe

15. Recipe D-F Title: “Find {keyword}” Titles, Impressions & Relevance 7.76% 47,066 Recipe F 5.24% 47,289 Recipe E 8.59% 47,093 Recipe D Conversion Rate Impressions Recipe

16. Recipe G-I Title: “The Wait is Over” Titles, Impressions & Relevance 11.76% 46,579 Recipe I 8.11% 46,795 Recipe H 9.84% 46,518 Recipe G Conversion Rate Impressions Recipe

18. Ad Test Plan Summary Who: Major Services Brand Objective: Increase Service Subscriptions Conversion Metric: Purchase/Trial Campaign Population: Google AdGroups (Brand & Services terms) Campaign Length: 1 month Test Type: 3x2 Multivariate Case Study 3

19. 3 x 2 MVT Test Array (Service) (Service) (Brand) (Service) (Brand) (Service) Title Protect your ___ from ___ using (Service) (Brand) offers the strongest (Service) Protect your ___ from ___ using (Service) (Brand) offers the strongest (Service) Description www.brand.com www.brand.com/(service) www.brand.com/(service) www.brand.com URL D C B A Recipe

20. Overall Results Both Segments -- RPV 16.57% 15.24% 2.15% 14.27% D 71.25% 160.50% 4.87% 11.26% C 11.04% 53.68% 2.87% 29.19% B -- -- 1.87% 45.29% A Lift Lift Conversion Rate Visitors Recipe

21. Trial Subscriber Results Segment 1 135.71% 0.59% 14.27% D 582.82% 1.70% 11.26% C 245.79% 0.86% 29.19% B -- 0.25% 45.29% A Lift Conversion Rate Visitors Recipe

22. Regular Subscriber Results Segment 2 -- RPV 17.53% -3.30% 1.57% 14.27% D 61.32% 95.38% 3.16% 11.26% C 12.77% 24.11% 2.01% 29.19% B -- -- 1.62% 45.29% A Lift Lift Conversion Rate Visitors Recipe

23. Overall Element Contribution Both Segments 64.75% www.brand.com/service URL 11.97% (Brand) offers the strongest (Service) Description 23.28% (Service) Title Influence on Conversion Winning Alternative Element

24. Trial Sub Element Contribution Segment 1 64.53% www.brand.com/service URL 5.46% (Brand) offers the strongest (Service) Description 30.01% (Service) Title Influence on Conversion Winning Alternative Element

25. Regular Sub Element Contribution Segment 2 59.71% www.brand.com/service URL 22.00% (Brand) offers the strongest (Service) Description 18.28% (Service) Title Influence on Conversion Winning Alternative Element

26. Brand and Service Combo Titles had highest CTR but poorest RPV Service Titles had poorest CTR but highest RPV Results

27. Titles matter more for CTR than for Conversion Description Lines Matter Especially when everyone is doing kw insertion! URL Matters Especially when you have brand awareness Summary

28. Thank You! Blog: http://www.optimizeandprophesize.com