Dynamic Remarketing for the Google Display Network By David Szetela
Tips for creating, testing and optimizing paid search ads
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. Which Ad Is Best?
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Answer: Technically 1, but you don’t have enough data!
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3. Real Answer: It depends by Device
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The Real Answer:
• Ad 1 is Best for Mobile
• Ad 2 Is Best for Desktops
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4. Make Sure You Use Mobile Preferred
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6. Ensure All You Multi-Device Ad Groups have
Mobile & Desktop Ads in Them
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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
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8. Which Test is Best?
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9. Impression
Click
CPC
Impression & Click:
CTR
Conversions
Average sale amount
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PPC Metrics For Ad Testing
11. Impression
Click
CPC
Impression & Click:
CTR
Conversions
Average sale amount
CPA: Cost Per Acquisition
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12. Impression
Click
CPC
Impression & Click:
CTR
Conversions
Average sale amount
ROAS or ROI
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Note: ROAS is a good bid management strategy if you watch the volume.
13. Metrics Should Start at the Impression
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16. Impression
Click
CPC
Impression & Click:
CTR
Conversions
Average sale amount
CPI: Conversion per Impression
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Great for CPA Target Accounts
Not great for accounts with margins and variable sales amounts
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17. Profit Per Impression
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PPI = (Revenue – Cost)/ (Impressions)
If you have margins, hard costs, etc – remove those before calculations.
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18. Don’t Forget Lifetime Value
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If 2 more sales a year at $25 Sale:
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19. Minimum data
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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. Always Use Rotate for Testing
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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
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AdAlysis Beta: Powerful Ad Testing Made Easy
If Interested – Just let me know:
@bgTheoryBrad@bgTheory.com