How to Use A/B Testing to Amplify Your SEM
-
Upload
optimizely -
Category
Marketing
-
view
3.285 -
download
5
Transcript of How to Use A/B Testing to Amplify Your SEM
![Page 1: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/1.jpg)
How to Use A/B Testing to Amplify Your SEM
![Page 2: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/2.jpg)
Why are you here?
• To create higher performing ads.
• To create higher performing landing pages.
• To increase your return on investment from paid search.
![Page 3: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/3.jpg)
We’ll cover…
The paid search funnel.
Why A/B testing should be part of the process.
A/B test ideas + examples for everything from keywords to landing pages.
Tips for making this a reality.
1
2
3
4
![Page 4: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/4.jpg)
SEM in a nutshell: !
Spend money to make more money* for your business.
*The amount of money you make should be more than the amount of money you spend.
![Page 5: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/5.jpg)
From a user’s perspective !
![Page 6: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/6.jpg)
I search for something.
![Page 7: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/7.jpg)
I see ads in search results and (hopefully) click one.
![Page 8: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/8.jpg)
I click one, the company advertising pays.
![Page 9: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/9.jpg)
I land on a page.
![Page 10: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/10.jpg)
Ideally I take an action.
![Page 11: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/11.jpg)
From an advertiser’s perspective !
![Page 12: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/12.jpg)
The goal of SEM
Leads, customers, revenue ($$$$$)
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
![Page 13: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/13.jpg)
*The definition of “performs best” is entirely up to you.
A/B testing in a nutshell: !
Try two different things. Measure which one performs best*.
![Page 14: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/14.jpg)
An example from EA.
A B
![Page 15: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/15.jpg)
A or B?
A B
![Page 16: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/16.jpg)
And the winner is… B
A B
+43.4% more preorders
![Page 17: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/17.jpg)
Consumption
What metrics you should optimize for? Well, it depends.
![Page 18: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/18.jpg)
Consumption
What metrics you should optimize for? Well, it depends.
• Page views
• Shares
• Average time on site/page
• Bounce rate
• Video views
• Engagement metrics to increase advertisement impressions
![Page 19: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/19.jpg)
What metrics you should optimize for? Well, it depends.
Transaction
![Page 20: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/20.jpg)
What metrics you should optimize for? Well, it depends.
Transaction
• Add to cart
• Checkout
• Sign up
• Download
• Specific actions often led to by a series of pages
![Page 21: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/21.jpg)
Why SEM and A/B testing?
You can A/B test SEM campaigns in three places:
The keywords.
The ads.
The landing pages.
1
2
3
![Page 22: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/22.jpg)
If you're spending thousands of dollars on search, you’d be crazy to
not be spending on tools and software that can help you optimize
your website.
Larry Kim Founder, CTO Wordstream
“
![Page 23: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/23.jpg)
Testing the entire SEM funnel.
Leads, customers, revenue ($$$$$)
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
![Page 24: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/24.jpg)
Testing the entire SEM funnel.
-Test which keywords you bid on. -Test negative keywords. -Test bid amount.
Leads, customers, revenue
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
![Page 25: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/25.jpg)
Testing the entire SEM funnel.
-Test which keywords you bid on. -Test negative keywords. -Test bid amount.
Leads, customers, revenue
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
-Test which ad serves for which keyword. -Test ads themselves.
![Page 26: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/26.jpg)
Testing the entire SEM funnel.
-Test which keywords you bid on. -Test negative keywords. -Test bid amount.
Leads, customers, revenue
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
-Test which ad serves for which keyword. -Test ads themselves.
This just happens. (You paid for it!)
![Page 27: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/27.jpg)
Testing the entire SEM funnel.
-Test which keywords you bid on. -Test negative keywords. -Test bid amount.
Leads, customers, revenue
Keyword bids ($$$)
Ad impressions
Clicks
Landing page visits
On page conversions
-Test which ad serves for which keyword. -Test ads themselves.
So many testable things!
This just happens. (You paid for it!)
![Page 28: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/28.jpg)
Let’s talk about this.
Leads, customers, revenue ($$$$$)
Landing page visits
On page conversions
![Page 29: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/29.jpg)
A/B test thy landing page.
![Page 30: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/30.jpg)
1. Send paid traffic to the right landing page.
![Page 31: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/31.jpg)
So you should have a few.
![Page 32: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/32.jpg)
2. Test the flow.
![Page 33: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/33.jpg)
Especially of paid search landing pages.
A
B
![Page 34: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/34.jpg)
A: Original
A
![Page 35: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/35.jpg)
B: Variation removing search
B
![Page 36: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/36.jpg)
A or B?
A
B
![Page 37: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/37.jpg)
And the winner is… B
A
B+23.7% more purchases
![Page 38: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/38.jpg)
Is your first step the right first step?
Product catalog?
Email form?
Free trial?
![Page 39: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/39.jpg)
“Show people an incline, not a steep slope.”
![Page 40: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/40.jpg)
3. A/B test the page itself.
![Page 41: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/41.jpg)
An example from Tirendo.
A B
![Page 42: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/42.jpg)
A: Original
![Page 43: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/43.jpg)
B: Streamlined and targeted
![Page 44: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/44.jpg)
A or B?
A B
![Page 45: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/45.jpg)
And the winner is…
A B
+20% more checkouts
![Page 46: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/46.jpg)
So many things to test!
• Call to Action: What are you telling someone to do? How do you tell them? How prominent is it?
• Navigation: Do you include it? Where does it lead to? Are there CTAs on those pages?
• Messaging: Is it congruent with the ad? Do you include testimonials?
• Imagery, endorsements, trust symbols, layout, colors
• More? Just search for landing page optimization.
![Page 47: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/47.jpg)
Rand Fishkin, Moz Hiten Shah, KISSmetricsBrooks Bell
Learn more at opticon.optimizely.com
San Francisco, April 17
Use promo code “webinar50” for $50 off your ticket!
![Page 48: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/48.jpg)
4 things to remember from today.
Embrace the forest and the trees.
Just because you’ve always done it one way doesn’t mean it’s the only way.
Explore before you refine.
Share results often (but not always early).
1
2
3
4
![Page 49: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/49.jpg)
Who am I?
Cara Harshman Campaign Manager
@caraharshman !
Optimizely optimizely.com
@optimizely
![Page 50: How to Use A/B Testing to Amplify Your SEM](https://reader033.fdocuments.us/reader033/viewer/2022042615/55d4f922bb61eb6e1f8b46c5/html5/thumbnails/50.jpg)
Thank you! !