Tips for creating, testing and optimizing paid search ads

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Brad Geddes Founder, Certified Knowledge Founder, AdAlysis Author, Advanced Google AdWords @ bgtheory @bgTheory Creating, Optimizing, and Testing Paid Search Ads SMX West 2014 Copyright Certified Knowledge 2014 @ bgtheory

Transcript of Tips for creating, testing and optimizing paid search ads

Page 1: Tips for creating, testing and optimizing paid search ads

Brad Geddes

Founder, Certified Knowledge

Founder, AdAlysis

Author, Advanced Google AdWords

@ bgtheory

@bgTheory

Creating, Optimizing, and Testing Paid Search Ads

SMX West 2014

Copyright Certified Knowledge 2014 @ bgtheory

Page 2: Tips for creating, testing and optimizing paid search ads

Which Ad Is Best?

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Answer: Technically 1, but you don’t have enough data!

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Real Answer: It depends by Device

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The Real Answer:

• Ad 1 is Best for Mobile

• Ad 2 Is Best for Desktops

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Make Sure You Use Mobile Preferred

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Test by ‘Effective Device’

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Ensure All You Multi-Device Ad Groups have Mobile & Desktop Ads in Them

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Create multiple ads per ad group

Analyze the data by device

Make the mobile winner mobile preferred

Leave the desktop winner as is

The ‘Cheater’ Method

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Which Test is Best?

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Page 9: Tips for creating, testing and optimizing paid search ads

Impression

Click

CPC

Impression & Click:

CTR

Conversions

Average sale amount

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PPC Metrics For Ad Testing

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Impression

Click

CPC

Impression & Click:

CTR

Conversions

Average sale amount

Conversion Rate

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Page 11: Tips for creating, testing and optimizing paid search ads

Impression

Click

CPC

Impression & Click:

CTR

Conversions

Average sale amount

CPA: Cost Per Acquisition

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Page 12: Tips for creating, testing and optimizing paid search ads

Impression

Click

CPC

Impression & Click:

CTR

Conversions

Average sale amount

ROAS or ROI

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Note: ROAS is a good bid management strategy if you watch the volume.

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Metrics Should Start at the Impression

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Must Accommodate CPCs & Cost

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Take into Account Conversions & Sale Amount

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Impression

Click

CPC

Impression & Click:

CTR

Conversions

Average sale amount

CPI: Conversion per Impression

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Great for CPA Target Accounts

Not great for accounts with margins and variable sales amounts

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Profit Per Impression

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PPI = (Revenue – Cost)/ (Impressions)If you have margins, hard costs, etc – remove those before calculations.

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Don’t Forget Lifetime Value

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If 2 more sales a year at $25 Sale:

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Minimum data

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Data after 97 impressions

Ad Impressions Clicks CTR Z-Score Confidence

Control 40 1 2.5% N/A

Ad 2 33 5 15.15% 1.88 97.03%

Ad 3 24 0 0% -1.01 15.57%

Data after 3163 impressions

Ad Impressions Clicks CTR Z-Score Confidence

Control 1023 23 2.25 N/A

Ad 2 993 29 2.92% 0.95 82.9%

Ad 3 1147 56 4.88% 3.35 99.96%

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Always Use Rotate for Testing

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Page 21: Tips for creating, testing and optimizing paid search ads

Time

Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.

Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.

Ideal: 3 buying cycles (with a minimum of one month)

Traffic

Minimum 300 clicks per ad.

Better: 500 clicks per ad

Ideally: 1000 clicks per ad.

One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making decisions.

Conversions:

Minimum: 7 conversions per ad

Ideally: 15+ conversions per ad.

Minimum Data Recommendations

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Page 22: Tips for creating, testing and optimizing paid search ads

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Use Pivot Tables To Test At Ad Line Levels

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AdAlysis Beta: Powerful Ad Testing Made Easy

If Interested – Just let me know:

@[email protected]