Arianne Donoghue is a Digital Marketing Manager at Icelolly.com. Having started off her digital career client side in 2006, she’s worked for both agencies and brands in-house, specialising in search. She is now back client side delivering paid media digital strategy for leading holiday comparison site icelolly.com
14. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,554 123 4.82% Yes
Ad Copy 2 2,446 93 3.80%
15. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
Let’s compare it to a similar test
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99% Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,554 123 4.82% Yes
Ad Copy 2 2,446 93 3.80%
96% - Yes
16. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99%Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 4,026 190 4.72% Yes
Ad Copy 2 3,930 159 4.05%
17. @ariannedonoghue
StatisticalSignificance
Let’s challenge our assumptions!
What about a test with nearly twice the volume?
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 2,043 102 4.99%Yes
Ad Copy 2 1,957 80 4.09%
92% - No
4 Week Test Impressions Clicks CTR Winner
Ad Copy 1 4,026 190 4.72% Yes
Ad Copy 2 3,930 159 4.05%
93% - No
20. @ariannedonoghue
HowShouldYouTest?
Rotate evenly
Only change ONE thing
Test systematically & iterate
For ads, create a testing matrix
For ads, test between 2-4 variations
Struggling for ad ideas? Use a cheat sheet
or infographic!
Check the significance before moving on
23. @ariannedonoghue
Adwords&Analytics
• Use almost any data field or metric from GA –
creates lists for Search & Similar Users Display lists
• Use Custom Dimensions – great for RLSAs
• Ecommerce business? Try Smart Lists!
26. @ariannedonoghue
Adwords&Email
Alongside Facebook’s Custom Audiences, you can use Google’s Customer Match
Lists can be used in Search, YouTube & Gmail
Similar Audiences also created (you get Audience Insights too!)
• High value/most loyal customers
• Specific products
• Lapsed customers
Ideas for use:
Use with custom bids & ads
Don’t oversegment – you need minimum audience sizes
34. @ariannedonoghue
QualityScoreAnalysis–theoutput
Keyword Match Type QualityScore Expected CTR Ad Relevance Landing Page Experience
cheap holidays Exact 10 Above average Above average Above average
last minute holidays Exact 10 Above average Above average Above average
+holidays Broad 10 Above average Above average Above average
holidays Exact 10 Above average Above average Above average
+cheap +holidays Broad 9 Above average Average Above average
cheap holidays 2016 Exact 10 Above average Above average Above average
+inclusive +holiday Broad 10 Above average Above average Above average
+all +inclusive Broad 10 Above average Above average Above average
+cheap +holidays +june Broad 10 Above average Above average Above average
holidays 2017 Exact 10 Above average Above average Above average
+cruise Broad 8 Average Above average Above average
cancellation holidays Exact 10 Above average Above average Above average
discount holidays Exact 10 Above average Above average Above average
1. Priority – Keywords that spend >£100
2. Secondary – Clicks >200/Impressions >2,000
3. Tertiary – Landing Pages
Choose your own priorities based on
your own campaign performance!
35. @ariannedonoghue
OtherScriptIdeas
• Quality Score tracker
• 24 Hour Bidding Schedule
• Automatically add new [keywords] as negatives in broader campaigns
• Link Error Checking
• Weather based bidding
• Comparing paid with organic rankings
• SQR new keyword build sheet (working on this one)
• Competitor Monitoring (working on this one)
Check resources for
more ideas & scripts
to implement
40. @ariannedonoghue
ExpandedTextAds
• Prepare, prepare, prepare – even if you’re not in the Beta
• Test longer headlines by ending DL1 with a “.”
• Conduct detailed testing on existing ads
– Break out key phrases, CTAs and value propositions
– E.g. does “cheap” resonate better than “millions”?
• Create upload sheets ready for the transition
41. @ariannedonoghue
DeviceBidAdjustments
• Specific tablet & computer modifiers are coming!
• You can set any device as your base bid
• You’ll be able to bid up to +900%
1. Decide if you want to change anchor
2. Work out your tablet & mobile modifiers
3. Use a bid management tool? Don’t put
your changes live until you know the
platform supports them
42. @ariannedonoghue
OtherUpcomingChanges
• Demographic Targeting for
Search
• Similar Audiences for Search
• Native ads on GDN
• Promoted Pins on Google
Maps
Use existing Gender/Age
audiences to evaluate
performance (0% bid adj.)
Use remarketing lists to
augment this
Use paid social data for further
insights
44. @ariannedonoghue
Talkingofchange
Paid Search –
Google &
Overture
Paid Search –
3 search
engines
Display – the
rise of RTB &
auction based
media, incl
retargeting
Mobile
Social Media &
the advent of
paid social ads
More
complexity
within search
& the
increased use
of automation
…this isn’t even everything!
50. @ariannedonoghue
A/BTesting
• Infographic – 26 Ideas For Testing Your PPC Ads
• Ad Testing “Game”
• VWO A/B Testing Significance Calculator (Excel Spreadsheet)
• The Ultimate PPC Ad Copy Cheat Sheet
• PPC Testing Using An Ad Matrix