creating, testing and optimizing ads

Creating, Testing andOptimizing Ads

Rebecca Hansson?

• CEO SESNordic, Senior Search Strategist• Working with SEO, PPC, SEM, Webbanalytics for +10 years and Webbdeveloping for about 15 years (I’m an oldie )

Creating, Testing and Optimizing Ads

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LIKE TO SAY…

• The things I say here today is based on my experience

Creating, Testing and Optimizing Ads

#justsayin

• There are many good ways of doing fantastic things and there are no absolute truths in search

• People might object to some of it

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

(What is the audience profileand behavior?)

1. Understand Your Audience

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

Who is Searching, Who is it for?

(What age, gender, geolocation? Is it for

themselves? Someone else?)

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

(What/Who has triggered their search process? Dr Phil?

The Superwife?The Children?)

Why are they Searching, Who else is influencing the Searcher?

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

(Consider language, mobile, tablet, ontherun)

How Are They Searching?

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

Is Your Product/Service

2. The Benefits?

Stronger?

Ship Faster?

Just Better?

Cheaper?

Last Longer?

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When Creating Your Ads:

3. Meet up your visitors expectations

Creating, Testing and Optimizing Ads

=

4. Relevant Ads for Specific Landing pages

FIRST THINGS FIRST…

When Creating Your Ads:

Creating, Testing and Optimizing Ads

Understand Your Audience

When Creating Your Ads - 4 Big Things:

The Benefits?

Meet up your Visitors Expectations

Relevant Ads for Specific Landing pages

FIRST THINGS FIRST…

Creating, Testing and Optimizing Ads

When your page (or site) converts the way You want it to

HOW DO WE KNOW?

Support

Information

Lead generation

e-commerce

Downloads

Mail subscription

Calls

Ads, affiliate

Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

HOW DO WE KNOW?

Do you have a test going on right now?

Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

HOW DO WE KNOW?

Never stop Testing unless you get like

CTR = 100 %Conversion Rate = 100%ROI is infinite

Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

More then 1 ad in the same ad group – Rotate evenly

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Conversions: 6,60 %

CTR: 2,25 %

Conversions: 4,11 %

CTR: 5,86 %

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Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

Other ways to Split Test you ads

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Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

Use a subfolder to theend dest. URL

Use subdomains in thedest. URL

Other ways to Split Test you ads

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Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

Use Copyright orTrademark symbols

Add a short Testimonial

Other ways to Split Test you ads

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Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

Talk Benefits of Using You

Other examples to Split Test you ads

Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

WHAT TO TEST?

Use Social Proof

Make you offer Time SensitiveUse PricingAsk a QuestionCall To ActionSeasonal CopyUse a scary tone

To Optimize your ads

Creating, Testing and Optimizing Ads

Testing, Testing, Testing…

TESTING AND OTIMIZING ADS

Split Test the Ads

Test the Ads for your Landing pagesDo your homework – Analyze the dataMake necessary changes (Of cource)Increase Performance? Run another Test!

Creating, Testing and Optimizing Ads

When Testing and Optimizing Ads remember:

TESTING AND OTIMIZING ADS

Don’t use ”optimize for clicks”

Don’t test to many things in one ad

Don’t look just at CTR

Use Adwords Editor, saves lot of time

AdWords + Analytics = True

The amount of statistical data determines when the test is done

Sum up:

Conversions

Creating, Testing and Optimizing Ads

CREATING, TESTING AND OTIMIZING ADS

Thank You!Rebecca Hansson

Creating, Testing and Optimizing Ads

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