creating, testing and optimizing ads
DESCRIPTION
Want to write the best ads the world has ever seen, and then prove you’ve done it? This session covers all of the important tactics and best practices, including keyword selection, topics, types of testing, demographics, ad formats and more.TRANSCRIPT
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
@sesnordic