Rebecca Hansson, CEO of Sesnordic, discusses strategies for creating, testing, and optimizing ads based on audience understanding and expectations. She emphasizes the importance of continuous testing, relevant landing pages, and considering factors like benefits and search behaviors. The presentation highlights various methods for split testing to improve ad performance and conversion rates.

1. Creating, Testing and
Optimizing Ads

2. Rebecca Hansson?
• CEO SESNordic, Senior Search Strategist
• Working with SEO, PPC, SEM, Webbanalytics for +10 years
and Webbdeveloping for about 15 years (I’m an oldie )
Creating, Testing and Optimizing Ads
www.facebook.com/sesnordic
@sesnordic
sesnordic
se.linkedin.com/in/hanssonrebecca
www.slideshare.net/sesnordic
www.sesnordic.se
rebecca.hansson@sesnordic.se
Find today’s
presentation
here!
sesnordic

3. LIKE TO SAY…
• The things I say here today is based on my experience
Creating, Testing and Optimizing Ads
#justsayin
• There are many good ways of doing fantastic things and
there are no absolute truths in search
• People might object to some of it

4. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
(What is the audience profile
and behavior?)
1. Understand Your Audience

5. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
Who is Searching,
Who is it for?
(What age, gender,
geolocation? Is it for
themselves? Someone
else?)

6. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
(What/Who has triggered their
search process? Dr Phil?
The Superwife?
The Children?)
Why are they Searching,
Who else is influencing the Searcher?

7. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
(Consider language, mobile, tablet,
ontherun)
How Are They Searching?

8. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
Is Your Product/Service
2. The Benefits?
Stronger?
Ship Faster?
Just Better?
Cheaper?
Last Longer?

9. FIRST THINGS FIRST…
Creating, Testing and Optimizing Ads
When Creating Your Ads:
3. Meet up your visitors expectations

10. Creating, Testing and Optimizing Ads
=
4. Relevant Ads for Specific Landing pages
FIRST THINGS FIRST…
When Creating Your Ads:

11. Creating, Testing and Optimizing Ads
Understand Your Audience
When Creating Your Ads - 4 Big Things:
The Benefits?
Meet up your Visitors Expectations
Relevant Ads for Specific Landing pages
FIRST THINGS FIRST…

12. Creating, Testing and Optimizing Ads
When your page (or site) converts the way You want it to
HOW DO WE KNOW?
Support
Information
Lead generation
e-commerce
Downloads
Mail subscription
Calls
Ads, affiliate

13. Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
HOW DO WE KNOW?
Do you have a test going on right now?

14. Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
HOW DO WE KNOW?
Never stop Testing unless you get like
CTR = 100 %
Conversion Rate = 100%
ROI is infinite

15. Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?
More then 1 ad in the same ad group – Rotate evenly
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Conversions: 6,60 %
CTR: 2,25 %
Conversions: 4,11 %
CTR: 5,86 %

16. ROI
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Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?

17. Other ways to Split Test you ads
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Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?
Use a subfolder to the
end dest. URL
Use subdomains in the
dest. URL

18. Other ways to Split Test you ads
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Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?
Use Copyright or
Trademark symbols
Add a short Testimonial

19. Other ways to Split Test you ads
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Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?
Talk Benefits of Using You

20. Other examples to Split Test you ads
Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
WHAT TO TEST?
Use Social Proof
Make you offer Time Sensitive
Use Pricing
Ask a Question
Call To Action
Seasonal Copy
Use a scary tone

21. To Optimize your ads
Creating, Testing and Optimizing Ads
Testing, Testing, Testing…
TESTING AND OTIMIZING ADS
Split Test the Ads
Test the Ads for your Landing pages
Do your homework – Analyze the data
Make necessary changes (Of cource)
Increase Performance? Run another Test!

22. Creating, Testing and Optimizing Ads
When Testing and Optimizing Ads remember:
TESTING AND OTIMIZING ADS
Don’t use ”optimize for clicks”
Don’t test to many things in one ad
Don’t look just at CTR
Use Adwords Editor, saves lot of time
AdWords + Analytics = True
The amount of statistical data determines when
the test is done

23. Sum up:
Conversions
Creating, Testing and Optimizing Ads
CREATING, TESTING AND OTIMIZING ADS

24. Thank You!
Rebecca Hansson
Creating, Testing and Optimizing Ads
@sesnordic