SlideShare a Scribd company logo
Never Assume, Because….
1
The Difference Between 2 Ads May Be
Closer Than It Appears
2
Who Won?
Ad Group Impressions Clicks CTR
Ad A 122,997 932 0.76%
3
Ad B 45,926 391 0.85%
Ad C 123,373 986 0.80%
Are You Sure?
Ad
Group
Impressions Clicks CTR Conversions Conv % Cost/Conv
Ad A 122,997 932 0.76% 128 13.73% $17.71
4
Ad B 45,926 391 0.85% 47 12.02% $19.87
Ad C 123,373 986 0.80% 92 9.33% $26.50
Positive?
Option Profit/1000 Impressions (in $)
A 1025.05
B 1001.36
5
B 1001.36
OVERALL WINNER: There is not enough data to
confidently determine which ad will generate more
profits for you with at least 80% confidence.
Audiences Are Not Homogeneous
6
Google Only vs. Google + Search Partners
Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv
Control, Google
Only
51,139 1,851 3.62% 703 37.98% $0.44
Test, Google
22,324 714 3.20% 277 38.80% $0.43
7
Test, Google
Only
22,324 714 3.20% 277 38.80% $0.43
Control, Google
+ Partners
112,653 2,928 2.60% 905 30.91% $0.61
Test, Google +
Partners
56,233 1,391 2.47% 412 29.62% $0.63
PPC Engines Are Not Homogeneous, Either
= = ?
8
Google vs. Yahoo
Ad Group Impressions Clicks CTR Conversions Conv %
Ad 1, Engine A 119,972 614 0.51% 90 14.66%
Ad 2, Engine A 2,797 49 1.75% 18 36.73%
9
Revenue Impact = $567,218.48
Ad 1, Engine B 8,280 83 1.00% 15 18.07%
Ad 2, Engine B 48,785 344 0.71% 55 15.99%
Little Things Mean A Lot… (or do they?)
10
Headline Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Events In Pure Michigan
Festivals, shows, & more. Find out 74,063 2,063 2.79% 2.4 29.37%
11
what's happening in Michigan today!
Pure Michigan Events
Festivals, shows, & more. Find out
what's happening in Michigan today!
67,133 1,863 2.78% 2.2 29.31%
Description Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Pure Michigan Travel
Official site for Pure Michigan.
Your trip begins at michigan.org.
90,456 2,431 2.69% 1.7 41.42%
12
Your trip begins at michigan.org.
Pure Michigan Travel
Official site for Michigan tourism.
Your trip begins at michigan.org.
369,587 10,027 2.71% 1.7 41.26%
Sentence vs. Title Case Test
Headline Impressions Clicks CTR
Avg
Position
Conv %
Casinos In Michigan
Find casino & gaming action at
a great Michigan casino near you.
42,639 2,872 6.74% 1.7 30.99%
13
a great Michigan casino near you.
Casinos In Michigan
Find Casino & Gaming Action at
A Great Michigan Casino Near You.
43,541 2,990 6.87% 1.8 33.03%
Never Assume:
• That the ad that looks like the winner really is the winner.
Analyze your results with statistics before making a
decision.
• That Search Partners will perform the same as the
14
That Search Partners will perform the same as the
search engine.
• That results in Google will hold true in Yahoo and Bing.
• That minute differences in ad copy make a difference.
Melissa Mackey
mmackey@fluencymedia.com
@Mel66

More Related Content

What's hot

McDougall Interactive SEO Presentation 2010
McDougall Interactive SEO Presentation 2010McDougall Interactive SEO Presentation 2010
McDougall Interactive SEO Presentation 2010
MCDIA
 
Next Level Email
Next Level EmailNext Level Email
Next Level Email
Nick Barthram
 
Measuring Social Media
Measuring Social MediaMeasuring Social Media
Measuring Social Media
Silverpop
 
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing CyclesHow to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
Etix
 
EGR webinar 2016 - Real-time approaches to fraud and social responsibility
EGR webinar 2016 - Real-time approaches to fraud and social responsibilityEGR webinar 2016 - Real-time approaches to fraud and social responsibility
EGR webinar 2016 - Real-time approaches to fraud and social responsibility
Lauren Cormack
 
Secret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkSecret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually Work
G3 Communications
 
Unboxing ABM
Unboxing ABMUnboxing ABM
Unboxing ABM
amber-javaid
 
Nathan McGee of Zynga: Building Superfans
Nathan McGee of Zynga: Building SuperfansNathan McGee of Zynga: Building Superfans
Nathan McGee of Zynga: Building Superfans
TechSoup
 
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
Engage
 
High Trust Financial Planner Interview
High Trust Financial Planner InterviewHigh Trust Financial Planner Interview
High Trust Financial Planner Interview
Robert Ratimorszky
 
Am I Hot or Not? An Email Critique
Am I Hot or Not? An Email CritiqueAm I Hot or Not? An Email Critique
Am I Hot or Not? An Email Critique
DJ Waldow
 
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
deltaDNA
 
Richard Evans, Silverpop
Richard Evans, SilverpopRichard Evans, Silverpop
Richard Evans, Silverpop
KGS Global
 
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
Lauren Cormack
 
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
tnooz
 
2016 Direct Mail Open Rate Case Study
2016 Direct Mail Open Rate Case Study2016 Direct Mail Open Rate Case Study
2016 Direct Mail Open Rate Case Study
Nathaniel Frosland
 
Digital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in WillsDigital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in Wills
Shanelle Clapham Digital Fundraising
 
The Five Golden Rules of B2B marketing by Mark Jones
The Five Golden Rules of B2B marketing by Mark JonesThe Five Golden Rules of B2B marketing by Mark Jones
The Five Golden Rules of B2B marketing by Mark Jones
Mark Jones
 

What's hot (18)

McDougall Interactive SEO Presentation 2010
McDougall Interactive SEO Presentation 2010McDougall Interactive SEO Presentation 2010
McDougall Interactive SEO Presentation 2010
 
Next Level Email
Next Level EmailNext Level Email
Next Level Email
 
Measuring Social Media
Measuring Social MediaMeasuring Social Media
Measuring Social Media
 
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing CyclesHow to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
 
EGR webinar 2016 - Real-time approaches to fraud and social responsibility
EGR webinar 2016 - Real-time approaches to fraud and social responsibilityEGR webinar 2016 - Real-time approaches to fraud and social responsibility
EGR webinar 2016 - Real-time approaches to fraud and social responsibility
 
Secret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkSecret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually Work
 
Unboxing ABM
Unboxing ABMUnboxing ABM
Unboxing ABM
 
Nathan McGee of Zynga: Building Superfans
Nathan McGee of Zynga: Building SuperfansNathan McGee of Zynga: Building Superfans
Nathan McGee of Zynga: Building Superfans
 
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
Integrating and Executing a Highly Effective Sales Process by Tom Erb and And...
 
High Trust Financial Planner Interview
High Trust Financial Planner InterviewHigh Trust Financial Planner Interview
High Trust Financial Planner Interview
 
Am I Hot or Not? An Email Critique
Am I Hot or Not? An Email CritiqueAm I Hot or Not? An Email Critique
Am I Hot or Not? An Email Critique
 
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
GIAF London Fall 2017 - Important trends in ad strategies and how to benefit ...
 
Richard Evans, Silverpop
Richard Evans, SilverpopRichard Evans, Silverpop
Richard Evans, Silverpop
 
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
 
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...
 
2016 Direct Mail Open Rate Case Study
2016 Direct Mail Open Rate Case Study2016 Direct Mail Open Rate Case Study
2016 Direct Mail Open Rate Case Study
 
Digital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in WillsDigital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in Wills
 
The Five Golden Rules of B2B marketing by Mark Jones
The Five Golden Rules of B2B marketing by Mark JonesThe Five Golden Rules of B2B marketing by Mark Jones
The Five Golden Rules of B2B marketing by Mark Jones
 

Viewers also liked

Intro to Paid Search - SES Chicago 2011
Intro to Paid Search - SES Chicago 2011Intro to Paid Search - SES Chicago 2011
Intro to Paid Search - SES Chicago 2011
mmackey
 
Ses chicago 2010_m_mackey_stretch_mktgdollars
Ses chicago 2010_m_mackey_stretch_mktgdollarsSes chicago 2010_m_mackey_stretch_mktgdollars
Ses chicago 2010_m_mackey_stretch_mktgdollars
mmackey
 
Case studies ppt
Case studies pptCase studies ppt
Case studies ppt
Munish Kumar
 
Case analysis format
Case analysis formatCase analysis format
Case analysis format
Marchroseshell Panes
 
End of Life Care Case Study # 2
End of Life Care Case Study # 2End of Life Care Case Study # 2
End of Life Care Case Study # 2
ContinuingEducation
 
case analysis mahindra and mahindra and nokia (Trade unions)
case analysis mahindra and mahindra and nokia (Trade unions)case analysis mahindra and mahindra and nokia (Trade unions)
case analysis mahindra and mahindra and nokia (Trade unions)
Sakshi Sharma
 

Viewers also liked (6)

Intro to Paid Search - SES Chicago 2011
Intro to Paid Search - SES Chicago 2011Intro to Paid Search - SES Chicago 2011
Intro to Paid Search - SES Chicago 2011
 
Ses chicago 2010_m_mackey_stretch_mktgdollars
Ses chicago 2010_m_mackey_stretch_mktgdollarsSes chicago 2010_m_mackey_stretch_mktgdollars
Ses chicago 2010_m_mackey_stretch_mktgdollars
 
Case studies ppt
Case studies pptCase studies ppt
Case studies ppt
 
Case analysis format
Case analysis formatCase analysis format
Case analysis format
 
End of Life Care Case Study # 2
End of Life Care Case Study # 2End of Life Care Case Study # 2
End of Life Care Case Study # 2
 
case analysis mahindra and mahindra and nokia (Trade unions)
case analysis mahindra and mahindra and nokia (Trade unions)case analysis mahindra and mahindra and nokia (Trade unions)
case analysis mahindra and mahindra and nokia (Trade unions)
 

Similar to Test That Ad

Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
Internet Marketing Software - WordStream
 
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
Mark Irvine
 
Paid Search Crash Course
Paid Search Crash CoursePaid Search Crash Course
Paid Search Crash Course
Mark Irvine
 
WWA Digital 2017 Analytics Report
WWA Digital 2017 Analytics ReportWWA Digital 2017 Analytics Report
WWA Digital 2017 Analytics Report
Catherine McClary
 
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
ClearSaleing
 
Adaptive Forecasting: Building a Case for the Right Digital Budget
Adaptive Forecasting: Building a Case for the Right Digital BudgetAdaptive Forecasting: Building a Case for the Right Digital Budget
Adaptive Forecasting: Building a Case for the Right Digital Budget
MnSearch, The Minnesota Search Engine Marketing Association
 
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
Hanapin Marketing
 
Paid Search Bid Management Strategies
Paid Search Bid Management StrategiesPaid Search Bid Management Strategies
Paid Search Bid Management Strategies
Mark Irvine
 
Marketing menu
Marketing menuMarketing menu
Marketing menu
Garrett Vatcher
 
State Of Display 5 12
State Of Display 5 12State Of Display 5 12
State Of Display 5 12
DM2EVENTS
 
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
Lexie Liang
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Marketo
 
How to Audit Adwords Campaign for An Existing Account
How to Audit Adwords Campaign for An Existing AccountHow to Audit Adwords Campaign for An Existing Account
How to Audit Adwords Campaign for An Existing Account
Pandiyarajan ramu
 
3 steps to PPC domination by Lance Loveday
3 steps to PPC domination by Lance Loveday3 steps to PPC domination by Lance Loveday
3 steps to PPC domination by Lance Loveday
Anton Shulke
 
Ads in a Quality Score World
Ads in a Quality Score WorldAds in a Quality Score World
Ads in a Quality Score World
Jonathan Mendez
 
Drive Offline Response with Online Advertising
Drive Offline Response with Online AdvertisingDrive Offline Response with Online Advertising
Drive Offline Response with Online Advertising
Blackbaud
 
IAC Facebook ROI Matters
IAC Facebook ROI MattersIAC Facebook ROI Matters
IAC Facebook ROI Matters
Peter Podolinsky
 
Donor Acquisition: investing for success
Donor Acquisition: investing for success Donor Acquisition: investing for success
Donor Acquisition: investing for success
Fiona McPhee
 
SEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
SEMNE: Van Wagner Ad Sets Optimization Model for Google AdwordsSEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
SEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
Matt Van Wagner
 
Using Data to Design Smarter Online Ad Campaigns
Using Data to Design Smarter Online Ad CampaignsUsing Data to Design Smarter Online Ad Campaigns
Using Data to Design Smarter Online Ad Campaigns
Sinch
 

Similar to Test That Ad (20)

Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
Pave Your Path to Paid Search Success: 6 Fundamental Skills Every Advertiser ...
 
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...
 
Paid Search Crash Course
Paid Search Crash CoursePaid Search Crash Course
Paid Search Crash Course
 
WWA Digital 2017 Analytics Report
WWA Digital 2017 Analytics ReportWWA Digital 2017 Analytics Report
WWA Digital 2017 Analytics Report
 
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
The Metric: Are You Using the Right Metric to Measure Your Online Advertising?
 
Adaptive Forecasting: Building a Case for the Right Digital Budget
Adaptive Forecasting: Building a Case for the Right Digital BudgetAdaptive Forecasting: Building a Case for the Right Digital Budget
Adaptive Forecasting: Building a Case for the Right Digital Budget
 
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...
 
Paid Search Bid Management Strategies
Paid Search Bid Management StrategiesPaid Search Bid Management Strategies
Paid Search Bid Management Strategies
 
Marketing menu
Marketing menuMarketing menu
Marketing menu
 
State Of Display 5 12
State Of Display 5 12State Of Display 5 12
State Of Display 5 12
 
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
2011 Google Online Marketing Competition - AdWords Campaign for TISM Summer Camp
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
 
How to Audit Adwords Campaign for An Existing Account
How to Audit Adwords Campaign for An Existing AccountHow to Audit Adwords Campaign for An Existing Account
How to Audit Adwords Campaign for An Existing Account
 
3 steps to PPC domination by Lance Loveday
3 steps to PPC domination by Lance Loveday3 steps to PPC domination by Lance Loveday
3 steps to PPC domination by Lance Loveday
 
Ads in a Quality Score World
Ads in a Quality Score WorldAds in a Quality Score World
Ads in a Quality Score World
 
Drive Offline Response with Online Advertising
Drive Offline Response with Online AdvertisingDrive Offline Response with Online Advertising
Drive Offline Response with Online Advertising
 
IAC Facebook ROI Matters
IAC Facebook ROI MattersIAC Facebook ROI Matters
IAC Facebook ROI Matters
 
Donor Acquisition: investing for success
Donor Acquisition: investing for success Donor Acquisition: investing for success
Donor Acquisition: investing for success
 
SEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
SEMNE: Van Wagner Ad Sets Optimization Model for Google AdwordsSEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
SEMNE: Van Wagner Ad Sets Optimization Model for Google Adwords
 
Using Data to Design Smarter Online Ad Campaigns
Using Data to Design Smarter Online Ad CampaignsUsing Data to Design Smarter Online Ad Campaigns
Using Data to Design Smarter Online Ad Campaigns
 

Recently uploaded

Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Tosin Akinosho
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Malak Abu Hammad
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
Mariano Tinti
 
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
Zilliz
 
GenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizationsGenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizations
kumardaparthi1024
 
Things to Consider When Choosing a Website Developer for your Website | FODUU
Things to Consider When Choosing a Website Developer for your Website | FODUUThings to Consider When Choosing a Website Developer for your Website | FODUU
Things to Consider When Choosing a Website Developer for your Website | FODUU
FODUU
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
SitimaJohn
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems S.M.S.A.
 
June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
Ivanti
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Serial Arm Control in Real Time Presentation
Serial Arm Control in Real Time PresentationSerial Arm Control in Real Time Presentation
Serial Arm Control in Real Time Presentation
tolgahangng
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
Kumud Singh
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Safe Software
 
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
Zilliz
 
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdfAI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
Techgropse Pvt.Ltd.
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
Zilliz
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
Octavian Nadolu
 
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
Wouter Lemaire
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
Kari Kakkonen
 

Recently uploaded (20)

Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
 
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
 
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
 
GenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizationsGenAI Pilot Implementation in the organizations
GenAI Pilot Implementation in the organizations
 
Things to Consider When Choosing a Website Developer for your Website | FODUU
Things to Consider When Choosing a Website Developer for your Website | FODUUThings to Consider When Choosing a Website Developer for your Website | FODUU
Things to Consider When Choosing a Website Developer for your Website | FODUU
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
 
June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Serial Arm Control in Real Time Presentation
Serial Arm Control in Real Time PresentationSerial Arm Control in Real Time Presentation
Serial Arm Control in Real Time Presentation
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
 
Driving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success StoryDriving Business Innovation: Latest Generative AI Advancements & Success Story
Driving Business Innovation: Latest Generative AI Advancements & Success Story
 
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
 
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdfAI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
 
Full-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalizationFull-RAG: A modern architecture for hyper-personalization
Full-RAG: A modern architecture for hyper-personalization
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
 
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
 

Test That Ad

  • 2. The Difference Between 2 Ads May Be Closer Than It Appears 2
  • 3. Who Won? Ad Group Impressions Clicks CTR Ad A 122,997 932 0.76% 3 Ad B 45,926 391 0.85% Ad C 123,373 986 0.80%
  • 4. Are You Sure? Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Ad A 122,997 932 0.76% 128 13.73% $17.71 4 Ad B 45,926 391 0.85% 47 12.02% $19.87 Ad C 123,373 986 0.80% 92 9.33% $26.50
  • 5. Positive? Option Profit/1000 Impressions (in $) A 1025.05 B 1001.36 5 B 1001.36 OVERALL WINNER: There is not enough data to confidently determine which ad will generate more profits for you with at least 80% confidence.
  • 6. Audiences Are Not Homogeneous 6
  • 7. Google Only vs. Google + Search Partners Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv Control, Google Only 51,139 1,851 3.62% 703 37.98% $0.44 Test, Google 22,324 714 3.20% 277 38.80% $0.43 7 Test, Google Only 22,324 714 3.20% 277 38.80% $0.43 Control, Google + Partners 112,653 2,928 2.60% 905 30.91% $0.61 Test, Google + Partners 56,233 1,391 2.47% 412 29.62% $0.63
  • 8. PPC Engines Are Not Homogeneous, Either = = ? 8
  • 9. Google vs. Yahoo Ad Group Impressions Clicks CTR Conversions Conv % Ad 1, Engine A 119,972 614 0.51% 90 14.66% Ad 2, Engine A 2,797 49 1.75% 18 36.73% 9 Revenue Impact = $567,218.48 Ad 1, Engine B 8,280 83 1.00% 15 18.07% Ad 2, Engine B 48,785 344 0.71% 55 15.99%
  • 10. Little Things Mean A Lot… (or do they?) 10
  • 11. Headline Test Headline Impressions Clicks CTR Avg Position Conv % Events In Pure Michigan Festivals, shows, & more. Find out 74,063 2,063 2.79% 2.4 29.37% 11 what's happening in Michigan today! Pure Michigan Events Festivals, shows, & more. Find out what's happening in Michigan today! 67,133 1,863 2.78% 2.2 29.31%
  • 12. Description Test Headline Impressions Clicks CTR Avg Position Conv % Pure Michigan Travel Official site for Pure Michigan. Your trip begins at michigan.org. 90,456 2,431 2.69% 1.7 41.42% 12 Your trip begins at michigan.org. Pure Michigan Travel Official site for Michigan tourism. Your trip begins at michigan.org. 369,587 10,027 2.71% 1.7 41.26%
  • 13. Sentence vs. Title Case Test Headline Impressions Clicks CTR Avg Position Conv % Casinos In Michigan Find casino & gaming action at a great Michigan casino near you. 42,639 2,872 6.74% 1.7 30.99% 13 a great Michigan casino near you. Casinos In Michigan Find Casino & Gaming Action at A Great Michigan Casino Near You. 43,541 2,990 6.87% 1.8 33.03%
  • 14. Never Assume: • That the ad that looks like the winner really is the winner. Analyze your results with statistics before making a decision. • That Search Partners will perform the same as the 14 That Search Partners will perform the same as the search engine. • That results in Google will hold true in Yahoo and Bing. • That minute differences in ad copy make a difference.