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#SMX #11B @SusanEDub
Using Experiments to Get Crazy(ier) But Still Be In
Control
#SMX #11B @SusanEDub
Hi! I’m Susan and I’m a paid media nerd.About me
#SMX #11B @SusanEDub
SEM and Social Ads Nerd at Five Mill, managing multiple six figures in spend per month.
Paid media for the past 10 years (good grief, seriously?)
Live in Virginia with some very cute people.
About me
#SMX #11B @SusanEDub
Someone says, “We should test this.”
Someone else involved usually reacts like this:
Testing can cause anxiety…
#SMX #11B @SusanEDub
What if you could test in a less scary way? (You can!)
#SMX #11B @SusanEDub
Duplicate
Test
Rejoice
Using Drafts & Experiments
#SMX #11B @SusanEDub
Using Drafts & Experiments
Click into a campaign and create a draft
Use a descriptive title to make things easier later.
#SMX #11B @SusanEDub
Edit your draft….
Note that performance data carries from source
#SMX #11B @SusanEDub
Side note about Drafts…
Work “in-progress” outside of AdWords Editor
Easy to QA/Share with team/client
#SMX #11B @SusanEDub
Time to make your changes… Edit the draft for your test - Campaign settings
alone are a huge area of potential tests!
Don’t forget to add any necessary internal tracking used for this separate segment!
#SMX #11B @SusanEDub
Apply the changes and kick it off
#SMX #11B @SusanEDub
Choose your dates & percentages Be clear about what you are testing
Name so it makes sense (especially if you do a lot of them)
Choose your dates– Think ahead for stat sig amounts– Choose your traffic split
(minimize risk with smaller %)
#SMX #11B @SusanEDub
Where to find it once it’s live…
#SMX #11B @SusanEDub
Where to find it once it’s live…
Experiment-level data will populate in the Experiment view, but show separately in account totals:
#SMX #11B @SusanEDub
Understanding your results…
All metrics for the experiment are available in normal data when in the experiment view
Icons helpfully indicate what is stat sig and not (breakout on the next slide) Specific experiment data appears below this table in a normal Ad
Group/Keywords, etc view
#SMX #11B @SusanEDub
Understanding your results…
#SMX #11B @SusanEDub
Example outcome…
Five Mill Bidding Platform vs. Google CPA Bidding:– Google’s CPA 86% higher – Google’s conv rate 30% lower – Our tool had +30% margins (147% ROAS), Googles tool had -25% margins (75%
ROAS) – our ROAS is 200% better – Google sent 80 questionably incremental converted clicks at an additional cost
of 2217eu, making the CPA on those incremental conversions 27.70 which is 4x our CPA target for this campaign.
*** TOTALLY DEPENDS ON THE QUALITY OF YOUR CPC BIDS/PLATFORM/STRATEGYP
#SMX #11B @SusanEDub
Another example outcome…
“We want to try a new landing page.” Unlike rotating ad versions, this gives us complete control over traffic
flow Early on, but already seeing reassurance our original landing page was
spot-on.
#SMX #11B @SusanEDub
What else?You can’t test some automated bid strategies (Booooooooo) Target search page location Target ROAS Target outranking share
If your Experiment does better, you can convert it into a “normal” campaign!
#SMX #11B @SusanEDub
Duplicate
Test
Rejoice
…Now it’s your turn! Go!
Remember, three easy steps…
#SMX #11B @SusanEDubLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX