AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) By Susan Waldes

#SMX #22B @suzyvirtualAdwords Drafts & Experiments (Answering the Age Old SEM Mysteries)

Perfect Your SEM Testing:

How & Why To Evaluate

Everything

#SMX #22B @suzyvirtual

“let’s test these new keywords”

SEMs <3 Tests

“let’s test gmail ads”

“lets test a new callout extension”


Is it Really a Test?

Things SEMs Call Tests

90%

Things That Are Really

Tests10%

SEM Testing

Things SEMs Call TestsThings That Are Really Tests


A/B Experiments – Put on Your Scientist Hat and Make Really Really Real Tests

‘Cause data…


Adwords Campaign Experiments (ACE)&Campaign Drafts & Experiments

Adwords Campaign Experiments Campaign Drafts & ExperimentsCalled (More or Less) Campaign Experiments X XCan Test Ad Copy, Landing Pages & Bids X X1 Experiment Only Covers 1 Campaign X XCan Test A Bunch of Other Things X


Stuff You Can A/B Test Without These Tools

Landing Page Performance

Ad Performance


Stuff You Could Historically A/B Test With ACE

Landing Page Performance Ad Performance Higher/Lower CPC bids

– Why? Control Your Traffic Split• Test ad copy, landing pages and bids on less than

half of traffic – What would happen if we doubled our bid? – What if we cut our product price in half?– What if we use a radically different landing page?


Should we use CPA or CPC bidding? How would enhanced CPC impact our performance? What's the best geo strategy (DMA, city, zips, radius, negative strategy)? Is performance different for Phrase vs Modified Broad Keywords? Should I negate recent converters from my search campaigns? What is the right impression cap for my GDN campaigns? Are my negative keywords blocking quality traffic? Would a different set of ad extensions work better for me? What’s the best ad rotation setting? Do I get incremental traffic by adding positive bid modifiers to my scheduling, my device targets or my RLSA audiences? What happens if we turn search partners on? What’s the impact of standard vs accelerated bidding? Should I use broad match keywords? Which approach to campaign structure works better? Do single keyword ad groups make a difference to performance?

Stuff You Can Test With Campaign Drafts & Experiments

Landing Page PerformanceAd PerformanceHigher/Lower CPC bidsTons of Other Stuff!!! (Really real tests with really real data)


Powerful New Underutilized Tool!!!!


The Age Old Questions of the Ancient PPCs– Should we use CPA or CPC bidding?– How would enhanced CPC impact our performance? – What's the best Geo strategy? – Is performance different for Phrase vs Modified Broad Keywords?– Should I negate recent converters from my search campaigns?– Should I target “all languages” ?– What is the right impression cap for my GDN campaigns?– Are my negative keywords blocking quality traffic? – Would a different set of ad extensions work better for me?


Create a Draft

Click into a campaign and create a draft

Use a smart descriptive title


Edit Your Draft

Performance data is carried from the source campaign


DraftsHandy even if you aren’t experimenting:

Create new campaign(s) with filterable data

Launch new campaign(s) on a target date.

Work “in-progress” outside of AdWords Editor

Easy to QA/Share with team/client


Edit Your Draft

Edit the draft for your test. Campaign settings alone are a huge area of potential tests.

Make sure you are tracking your 2 traffic segments (think LTV)


Start Your Experiment


Start Your Experiment

Know what you are testing and what metric it impacts (think like a scientist)

Name intelligently Calculate how much data you

will need for a statistically significant result – Choose your dates– Choose your traffic split

(minimize risk with smaller % experiments)


Running the Experiment


Finding Your Experiments

Drafts and Experiments live in their own areas accessed by the left nav

They also “live” in their source campaigns They appear like a campaign in Adwords Editor In a campaign/ad group/keyword view, the

experiment campaign is “within” the source campaign data


Analyze Your Experiment

Top-level performance automatic (reporting scorecard)

All columns and data points are available in the tables below for download and further comparison



Use common sense (googles stat sig is based on number size alone)

Only appears on the “scorecard” metrics



Campaign Data = Control + ExperimentExperiment Data = Just Experiment

Top-level performance splits are limited, arbitrary metrics without column control All metrics for the experiment are available in normal data when in the

experiment view Stand-alone control data is NOT available. Extract experiment data from

campaign data to retrieve it.


What Have We Discovered?


Should You Negate Keywords For Mapping Purposes?

No statistically significant increase in impressions

YES If you want to


CPA or CPC Bidding?

CPC (for me)*** TOTALLY DEPENDS ON THE QUALITY OF YOUR CPC BIDS/PLATFORM/STRATEGYP

For me: – Googles CPA 86% higher – Googles 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.


Start Testing!!! Define a test within the limitations: – No ROAS, outranking or position bidding (ROAS in Q4)– Can’t test across multiple campaigns

Create a hypothesis – Define the meaningful metric(s)– Define threshold of reasonable statistical significance– Define the % of traffic going to your test– Translate that stuff into a date range

MAKE SURE YOU ARE FULLY TRACKING (add parameters etc)

TEST Analyze Share results and test more!

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AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) By Susan Waldes

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Transcript of AdWords Drafts & Experiments (Answering the Age Old SEM Mysteries) By Susan Waldes