SES Toronto 2007 - Perfecting Paid Listings

Ads Matter! ,[object Object],[object Object],[object Object],[object Object]

What are the Keys to Successful PPC Testing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad

Test Design ,[object Object],[object Object],[object Object],[object Object]

Did the Ads Drive Traffic? ,[object Object],[object Object],[object Object],NO

Did the Ads Increase Conversion Rate? ,[object Object],[object Object],[object Object],YES

Did the Ads Increase RPV? ,[object Object],[object Object],[object Object],YES

New Questions ,[object Object],[object Object],[object Object]

Test 2: What is the Best Ad to Increase Conversion? Ad Testing Multivariate Testing Works Increase Conversion Rates ottodigital.com/ads (Element 1) (Element 2) (Element 3) (Element 4) 4x3 L9 Orthogonal Array 4 Elements 3 Variations

Test Design ,[object Object],[object Object],[object Object]

What does an L9 Array Really Look Like? Recipe (9) Title (3) D1 (3) D2 (3) URL (3) A - Control {keyword} Search {AdGroup} suppliers Compare Products Today www.brand.com B {keyword} Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} C {keyword} Find Parts fast at (brand) {keyword} catalog search www.brand.com/catalogs D {keyword} suppliers Search {AdGroup} suppliers Compare Products Today www.brand.com/catalogs E {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com F {keyword} suppliers Find Parts fast at (brand) {keyword} catalog search www.brand.com/{keyword} G {keyword} catalog Search {AdGroup} suppliers Compare Products Today www.brand.com/{keyword} H {keyword} catalog Find {keyword} suppliers Search Thousands of Products www.brand.com/catalogs I {keyword} catalog Find Parts fast at (brand) {keyword} catalog search www.brand.com

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

What is the breakdown? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],{keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com Winning Recipe

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

What’s Better? {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} Winning Recipe Best Predicted Best Predicted +52% Lift in Conversion Rate

Test 3: What are the effects of Quality Score?

Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Recipe Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49%

Who & What Determines Relevance? Recipe D-F Title: “ Find {keyword}” Recipe Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76%

Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76%

Who Decides Relevance? ,[object Object],[object Object],[object Object],[object Object]

Test 3: What are the effects of Quality Score? X Ignore the Score!!!

Universal Search - Universal Truths ,[object Object],[object Object],[object Object]

Jonathan Mendez - OTTO Digital, Chief Strategy Officer ,[object Object],[object Object],[object Object],Thanks!

SES Toronto 2007 - Perfecting Paid Listings

SES Toronto 2007 - Perfecting Paid Listings

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SES Toronto 2007 - Perfecting Paid Listings