1 Ad Testing: Research & Findings
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Ad Testing: Research & Findings
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What are the Keys to Successful 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!
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Don’t Guess! - Ads for “loan”
loanGreat Rates. On Time ClosingNo lender fees. Bad Credit OKwww.loans.brand.com
brand loans apply nowLow Rates. Approval in MinutesPersonal Service. Apply Online Now!www.brand.com
A
B
C
low rate loansLow Rates. Approval in MinutesNo lender fees. Bad Credit OKwww.loans.brand.com
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Don’t Guess! - loan adgroup
loanGreat Rates. On Time ClosingNo lender fees. Bad Credit OKwww.loans.brand.com
brand loans apply nowLow Rates. Approval in MinutesPersonal Service. Apply Online Now!www.brand.com
A
B
C
low rate loansLow Rates. Approval in MinutesNo lender fees. Bad Credit OKwww.loans.brand.com
3.79% Conversion
2.32% Conversion
0.95% Conversion
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–Impression–Interest–Expectation–Persuasion
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Ads Persuade!
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Ads (the meat of the relevance sandwich)
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Intention
Enticement
Goal Fulfillment
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Test Ads by
Match Type!
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Test 1: Is Running Ads on Brand Queries a Waste of Money?
Example SERP w/o Ad Example SERP w/ Ad
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Test Design
• 1 week ads on 1 week off• No issues of seasonality or promotion• 30 Branded Keywords• 1 version of ad
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Did the Ads Drive Traffic?
• Google -1.3%• Yahoo -8.7%• Live -7.3%
NO
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Did the Ads Increase Conversion Rate?
• Google +17.9%• Yahoo +32.1%• Live +11.7%
YES
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Did the Ads Increase RPV?
• Google +15.4%• Yahoo +47.0%• Live +27.5%
YES
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New Questions
• Marketing to Intent?• Power of Persuasion?• Power of Brand in Search?
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Test 2: What is the Best Ad to Increase Conversion?
Ad TestingMultivariate Testing WorksIncrease Conversion Ratesottodigital.com/ads
Element 1
Element 2
Element 3
Element 4
4x3 L9 Orthogonal Array
4 Elements 3 Variations
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Test Design
• 9 Ads Created and Tagged w/ URL Parameter• Landing and Thank You Page Tagged• Ad Serving Optimization Turned OFF
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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
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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%
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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%
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What is the breakdown?
• Other Ads the Used Winning Title– -14%
– -12%
• Other Ads the Used Winning D1– +3.42%
– -8.5%
• Other Ads the Used Winning URL– Control
– +4.72%
www.brand.com
Find Parts fast at (brand)
{keyword} catalog
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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%
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What’s Better?
{keyword} catalogFind parts fast at (brand){keyword} catalog searchwww.brand.com
{keyword} suppliersFind {keyword} suppliersSearch Thousands of Productswww.brand.com/{keyword}
Winning Recipe Best Predicted
Best Predicted +52% Lift in Conversion Rate
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Jonathan Mendez, Chief Strategy Officer
My Blog:
optimizeandprophesize.com
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