SES SF 2010 - Test That Ad - Reid Spice - iCrossing

Test that Ad!

Reid Spice

Vice President, Search Media Insights

iCrossing

August 18, 2010

Search Engine Strategies | San Francisco

Why test?

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(on Google.com only)

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Higher CTR = More Clicks

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Strongest Conversion Rate

Testing basics

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Ad #1: Static Title

Ad #2: Dynamic Title

Delivery: Optimize

(but no DKI on Trademark terms)

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Ad #1: Theme 1

Ad #2: Theme 2

Ad #3: Theme 3

Delivery: Rotate

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Volume bad.

Volume good!

Evaluation

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Latency bad.

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SplitTester.com

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Goal: Leads

CTR / QS

Conversion Rate

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Goal: Revenue

CTR / QS

Revenue / Click

Tactics

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DKI

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Keywords in copy

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Keywords in display URL

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Prequalifying:

Great for conversion rate!

But not great for CTR / QS

Advanced tactics

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Ad

#1

Ad

#1

Ad

#1

Ad

#1

Ad

#1

Ad

#1

Ad

#1

Ad #1Ad

#2

Ad

#2

Ad

#2

70% 30%

Rotating ads at an artificial frequency

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Sitelinks = Ad Copy

CTR up 20%-30%

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AdWords Ad Parameters

AdWords API

Feed

Thank you

Reid Spice

iCrossing, San Francisco

reid.spice@icrossing.com