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Perfecting Paid Listings
Ads Matter! Need to think Holistically in UX Provide Bridge of Relevance Require Cross Discipline Expertise Perfection/Optimization = Testing
What are the Keys to Successful PPC Testing? Design your test around a single question Have a large differentiation b/w tested elements Account for changes in temporal behavior Collect enough data to reduce margin of error Segment results to provide added insight Act on the results!
Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad
Test Design 1 week ads on 1 week off No issues of seasonality or promotion 30 Branded Keywords 1 version of ad
Did the Ads Drive Traffic? Google -1.3% Yahoo -8.7% Live -7.3% NO
Did the Ads Increase Conversion Rate? Google +17.9% Yahoo +32.1% Live +11.7% YES
Did the Ads Increase RPV? Google +15.4% Yahoo +47.0% Live +27.5% YES
New Questions Right Time? Marketing to Intent? Power of Persuasion? Power of Brand in Paid Listings?
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 9 Ads Created and Tagged w/ URL Parameter Landing and Thank You Page Tagged Ad Serving Optimization Turned OFF
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 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? Other Ads the Used Winning URL Control +4.72% Other Ads the Used Winning D1 +3.42% -8.5% Other Ads the Used Winning Title -14% -12% {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? Group G-I had  17% of the Impressions of A-C 32% of the Conversions of A-C 82% higher Conversion Rate than A-C
Test 3: What are the effects of Quality Score? X Ignore the Score!!!
Universal Search - Universal Truths Look at Natural Results  Think about SERP Dynamic Discovery>Consideration>Purchase
  Jonathan Mendez - OTTO Digital, Chief Strategy Officer  optimizeandprophesize.com - My Blog ottodigital.com/blog - OTTO Digital Blog landingpageoptimization.com - Matt Roche Blog Thanks!

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SES Toronto 2007 - Perfecting Paid Listings

  • 2. Ads Matter! Need to think Holistically in UX Provide Bridge of Relevance Require Cross Discipline Expertise Perfection/Optimization = Testing
  • 3. What are the Keys to Successful PPC Testing? Design your test around a single question Have a large differentiation b/w tested elements Account for changes in temporal behavior Collect enough data to reduce margin of error Segment results to provide added insight Act on the results!
  • 4. Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad
  • 5. Test Design 1 week ads on 1 week off No issues of seasonality or promotion 30 Branded Keywords 1 version of ad
  • 6. Did the Ads Drive Traffic? Google -1.3% Yahoo -8.7% Live -7.3% NO
  • 7. Did the Ads Increase Conversion Rate? Google +17.9% Yahoo +32.1% Live +11.7% YES
  • 8. Did the Ads Increase RPV? Google +15.4% Yahoo +47.0% Live +27.5% YES
  • 9. New Questions Right Time? Marketing to Intent? Power of Persuasion? Power of Brand in Paid Listings?
  • 10. 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
  • 11. Test Design 9 Ads Created and Tagged w/ URL Parameter Landing and Thank You Page Tagged Ad Serving Optimization Turned OFF
  • 12. 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
  • 13. 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%
  • 14. 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%
  • 15. What is the breakdown? Other Ads the Used Winning URL Control +4.72% Other Ads the Used Winning D1 +3.42% -8.5% Other Ads the Used Winning Title -14% -12% {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com Winning Recipe
  • 16. 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%
  • 17. 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
  • 18. Test 3: What are the effects of Quality Score?
  • 19. 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%
  • 20. 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%
  • 21. 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%
  • 22. Who Decides Relevance? Group G-I had 17% of the Impressions of A-C 32% of the Conversions of A-C 82% higher Conversion Rate than A-C
  • 23. Test 3: What are the effects of Quality Score? X Ignore the Score!!!
  • 24. Universal Search - Universal Truths Look at Natural Results Think about SERP Dynamic Discovery>Consideration>Purchase
  • 25. Jonathan Mendez - OTTO Digital, Chief Strategy Officer optimizeandprophesize.com - My Blog ottodigital.com/blog - OTTO Digital Blog landingpageoptimization.com - Matt Roche Blog Thanks!