how to perform full funnel cro
TRANSCRIPT
Optimizing Your Audience Targeting, Ad Content, Landing Page, and Post Click Experience.
How to Perform Full Funnel CRO
Jason Puckett
Jason Puckett is the CEO & Founder of AdBasis. Ad creative optimization is the name of Jason's game. AdBasis is an A/B and Multivariate testing platform for search, display, remarketing & mobile ads. Jason is a digital marketing strategist, ad optimization expert and conversion rate enthusiast.
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Michael McEuen
Michael McEuen is the Director of Demand Generation at AdStage. Multi-Network ROAS optimization is his true North. The AdStagePlatform is a self-serve cross-network platform that allows marketers to create, automate, and report on their ad campaigns across search and social.
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Anatomy of an Ad
• Every ad is made up of variables
• Advertisers strategically choose which combination of variables to show to a user based on a set of criteria determined by the advertiser.
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Variable PredictionAdvertisers can predict the ideal combinationof ad variables by looking at certain data:
• Demographic of the user• What the user is looking for (search terms)• Stage of the buying cycle (long-tailed search terms)• Geographic region (where the user is located)• Time of day in which the user conducts the search• Ad content- optimized to get attention• Ad content- optimized to deliver the correct message • Call to action (description 1 and description 2)• Destination URL (landing page)
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Buying Scenarios
People buy products for different reasonsand at different times. Therefore, digitalads need to deliver different messages andbe optimized for various purchase situations.
Potentially, there may be different “optimal ads” for every buying scenario:
Audience, Region, Time of Day,Product Line, Search Query, etc.
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How do agencies find the optimal combinations of variables
to maximize ROI?
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A/B Ad Testing
When is it used?• Compare two ad variations for performance• Compare two elements within an ad in order to
understand impact• When you don’t have enough volume
in order to run a multivariate test
The Goal:To find the optimal combination of ad variables (variation) for a specific outcome.
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D: An A/B test is a form of ad testing that allows an advertiser to alter and test one variable within an ad.
Multivariate Ad Testing
When is it used?• Multiple elements within an ad up for debate• Within the context of that specific variation
The Goal:To find the optimal combination of ad variables (variation) for a specific outcome.
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D: A multivariate test is a form of ad testing that allows an advertiser to alter and test multiple variables within an ad.
Single Layer vs. Full Funnel Testing
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Traditional Testing
Traditional testing is “single layer”
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Which means each layer of the conversion process is tested individually, in isolation from other layers.
Many brands will run their landing page tests or keyword tests individually, WRONG.
Single Layer Testing
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Why is this wrong? Testing in isolation provides misleading results
Examples:
• Landing pages may only convert well for certain demographics• Some ad content may work well for European audiences but not Americans. • Some promotional language may only convert traffic at certain times of day.
…The list goes on.
Full Funnel Testing
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Multivariate testing allows advertisers to track changes made to any variable (ad content or targeting) at any point in the funnel and view the impact on conversions.
Approaching Full Funnel Testing
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Approach Your Creative
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• Understand the psychology behind your users and how they consume your ads
•Meet with as many resources as possible (people within your org, colleagues, etc.
• Understand why people click on your ads currently and begin thinking of way to improve your messaging.
Explaining the “What?, Why?, How?”
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Optimize Your Ad Elements
Optimize Your Elements
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Analyzing The Results
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Documenting Your ProcessAdvertisers can predict the ideal combinationof ad variables by looking at certain data:
• Demographic of the user• What the user is looking for (search terms)• Stage of the buying cycle (long-tailed search terms)• Geographic region (where the user is located)• Time of day in which the user conducts the search• Ad content- optimized to get attention• Ad content- optimized to deliver the correct message • Call to action (description 1 and description 2)• Destination URL (landing page)
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Documenting Your Process
•Determine your core KPIs- Think business impact vs. vanity metrics• Benchmark existing performance•Write down your hypothesis• Record the milestones dates for future
analysis
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Advertisers can predict the ideal combinationof ad variables by looking at certain data:
• Demographic of the user• What the user is looking for (search terms)• Stage of the buying cycle (long-tailed search terms)• Geographic region (where the user is located)• Time of day in which the user conducts the search• Ad content- optimized to get attention• Ad content- optimized to deliver the correct message • Call to action (description 1 and description 2)• Destination URL (landing page)
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Analyze Your Results
Steps to analysis:
• Is the sample size large enough? (statistically significant)
• How did the variation(s) perform against the historic version?
• Did the experiment prove my hypothesis?• What are your next steps?
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Determine the Results
Steps to analysis:
• Is the sample size large enough? (statistically significant)
• How did the variation(s) perform against the historic version?
• Did the experiment prove my hypothesis?• What are your next steps?
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Determine the Results
1. Ensure deeper level tracking is setup.2. Optimize to business impact, not vanity metrics.
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Calibrating to End Goals
Optimization Lifecycle
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Optimizing for Post-Click
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Segment Your Retargeting:
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Last Visit Date
Some suggested segments to test:
• Visitors from 1-3 days ago• Visitors from up to 15 days ago• Visitors from up to 30 days ago
*Ensuring to exclude the other segments as negative audience targets when testing.
By bucketing web visitors by recency, you’ll be able to obtain an overall lower CPA; allocating your budget to segments that perform better.
Segment Your Retargeting:
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Content Visited
Examples: • Pricing page• Features page • Blog content type • Whitepaper topic
Conversion rates can increase considerably when you start segmenting your web audiences into buckets by page visited, and offering up a more relevant ad copy.
Retargeting Content Drip
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Questions & Answers