Tips for Creating, Testing and Optimizing Paid Search Ads
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Smx West 2014 Session #Smx #24B - Creating, Testing And Optimizing Paid Search Ads Presentation Tips For Creating, Testing And Optimizing Paid Search Ads By Brad Geddes @Bgtheory Of Certified Knowledge
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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? 2 Answer: Technically 1, but you don’t have enough data! @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 3. Real Answer: It depends by Device 3 The Real Answer: • Ad 1 is Best for Mobile • Ad 2 Is Best for Desktops @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 4. Make Sure You Use Mobile Preferred 4 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 5. Test by ‘Effective Device’ 5 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 6. Ensure All You Multi-Device Ad Groups have Mobile & Desktop Ads in Them 6 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 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 7 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 8. Which Test is Best? 8 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 9. Impression Click CPC Impression & Click: CTR Conversions Average sale amount @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 9 PPC Metrics For Ad Testing
- 10. Impression Click CPC Impression & Click: CTR Conversions Average sale amount Conversion Rate 10 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 11. Impression Click CPC Impression & Click: CTR Conversions Average sale amount CPA: Cost Per Acquisition 11 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 12. Impression Click CPC Impression & Click: CTR Conversions Average sale amount ROAS or ROI 12 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 Note: ROAS is a good bid management strategy if you watch the volume.
- 13. Metrics Should Start at the Impression 13 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 14. Must Accommodate CPCs & Cost 14 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 15. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 15 Take into Account Conversions & Sale Amount
- 16. Impression Click CPC Impression & Click: CTR Conversions Average sale amount CPI: Conversion per Impression 16 Great for CPA Target Accounts Not great for accounts with margins and variable sales amounts @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 17. Profit Per Impression 17 PPI = (Revenue – Cost)/ (Impressions) If you have margins, hard costs, etc – remove those before calculations. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 18. Don’t Forget Lifetime Value 18 If 2 more sales a year at $25 Sale: @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014
- 19. Minimum data @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 19 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 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 20
- 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 @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 21
- 22. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 22 Use Pivot Tables To Test At Ad Line Levels
- 23. @ bgtheoryCOPYRIGHT CERTIFIEDKNOWLEDGE 2014 23 AdAlysis Beta: Powerful Ad Testing Made Easy If Interested – Just let me know: @bgTheoryBrad@bgTheory.com