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"Test That Ad!" as presented by Reid Spice, Vice President, Search Media Insights, iCrossing, at the Search Engine Strategies Conference in San Francisco on Wednesday, August 18, 2010.
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Test that Ad!
Reid Spice
Vice President, Search Media Insights
iCrossing
August 18, 2010
Search Engine Strategies | San Francisco
Why test?
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
(on Google.com only)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
Higher CTR = More Clicks
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
Strongest Conversion Rate
Testing basics
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
Ad #1: Static Title
Ad #2: Dynamic Title
Delivery: Optimize
(but no DKI on Trademark terms)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
Ad #1: Theme 1
Ad #2: Theme 2
Ad #3: Theme 3
Delivery: Rotate
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
Volume bad.
Volume good!
Evaluation
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
Latency bad.
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
SplitTester.com
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Goal: Leads
CTR / QS
Conversion Rate
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
Goal: Revenue
CTR / QS
Revenue / Click
Tactics
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
DKI
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
Keywords in copy
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
Keywords in display URL
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
Prequalifying:
Great for conversion rate!
But not great for CTR / QS
Advanced tactics
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
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
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
Sitelinks = Ad Copy
CTR up 20%-30%
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
AdWords Ad Parameters
AdWords API
Feed