SES San Jose Ad Testing Research & Findings
•Als PPT, PDF herunterladen•
2 gefällt mir•1,057 views
![What are the Keys to Successful Testing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie SES San Jose Ad Testing Research & Findings
Ähnlich wie SES San Jose Ad Testing Research & Findings (20)
Mehr von Jonathan Mendez
Mehr von Jonathan Mendez (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
SES San Jose Ad Testing Research & Findings
- 1. Ad Testing: Research & Findings
- 3. Don’t Guess! - Ads for “loan” loan Great Rates. On Time Closing No lender fees. Bad Credit OK www.loans.brand.com brand loans apply now Low Rates. Approval in Minutes Personal Service. Apply Online Now! www.brand.com A B C low rate loans Low Rates. Approval in Minutes No lender fees. Bad Credit OK www.loans.brand.com
- 4. Don’t Guess! - loan adgroup loan Great Rates. On Time Closing No lender fees. Bad Credit OK www.loans.brand.com brand loans apply now Low Rates. Approval in Minutes Personal Service. Apply Online Now! www.brand.com A B C low rate loans Low Rates. Approval in Minutes No lender fees. Bad Credit OK www.loans.brand.com 3.79% Conversion 2.32% Conversion 0.95% Conversion
- 7. Ads (the meat of the relevance sandwich)
- 8. Intention Enticement Goal Fulfillment
- 9. Test Ads by Match Type!
- 10. Test 1: Is Running Ads on Brand Queries a Waste of Money? Example SERP w/o Ad Example SERP w/ Ad
- 16. Test 2: What is the Best Ad to Increase Conversion? Ad Testing Multivariate Testing Works Increase Conversion Rates ottodigital.com/ads Element 1 Element 2 Element 3 Element 4 4x3 L9 Orthogonal Array 4 Elements 3 Variations
- 18. What does an L9 Array Really Look Like? Recipe (9) Title (3) D1 (3) D2 (3) URL (3) A - Control {keyword} Search {AdGroup} suppliers Compare Products Today www.brand.com B {keyword} Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} C {keyword} Find Parts fast at (brand) {keyword} catalog search www.brand.com/catalogs D {keyword} suppliers Search {AdGroup} suppliers Compare Products Today www.brand.com/catalogs E {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com F {keyword} suppliers Find Parts fast at (brand) {keyword} catalog search www.brand.com/{keyword} G {keyword} catalog Search {AdGroup} suppliers Compare Products Today www.brand.com/{keyword} H {keyword} catalog Find {keyword} suppliers Search Thousands of Products www.brand.com/catalogs I {keyword} catalog Find Parts fast at (brand) {keyword} catalog search www.brand.com
- 19. What Were the Results? Recipe Visitors Conversion Lift A - Control 11.80% 5.88% --- B 14.30% 4.29% -27.05% C 14.04% 6.08% 3.42% D 9.34% 2.57% -56.29% E 13.00% 6.16% 4.72% F 9.42% 5.38% -8.50% G 10.06% 5.04% -14.32% H 10.41% 5.13% -12.82% I 7.63% 8.04% 36.71%
- 20. What Were the Results? Recipe Visitors Conversion Lift A - Control 11.80% 5.88% --- B 14.30% 4.29% -27.05% C 14.04% 6.08% 3.42% D 9.34% 2.57% -56.29% E 13.00% 6.16% 4.72% F 9.42% 5.38% -8.50% G 10.06% 5.04% -14.32% H 10.41% 5.13% -12.82% I 7.63% 8.04% 36.71%
- 22. What Ad Elements Influenced Conversion? Element Winning Alternative Influence on Conversion Title {keyword} suppliers 13.54% D1 Find {keyword} suppliers 53.53% D2 Search Thousands of Products 23.56% URL www.brand.com/{keyword} 9.37%
- 23. What’s Better? {keyword} catalog Find parts fast at (brand) {keyword} catalog search www.brand.com {keyword} suppliers Find {keyword} suppliers Search Thousands of Products www.brand.com/{keyword} Winning Recipe Best Predicted Best Predicted +52% Lift in Conversion Rate