proper ad structuring for the interruption curve

March 4, 2015

PROPER AD STRUCTURING FOR THE INTERRUPTION CURVE Soren Ryherd

Co-Founder, Working Planet

@SorenRyherd

searchmarketingexpo.com

@SorenRyherd #SMX #22c

“Don’t test on the data you have. Test on the data you need.”

Okay, I said that.



WP Overview slide



Traditional A/B testing relies on destination URLs

from WhichTestWon.com



Dedicated landing pages work well with Search, and particularly non-branded search, where a majority of users click on the ad.

Ad Click Conversion



But what about when it is not so simple? What if people don’t click on the ad at all? How do you not be screwed?

Image from HappyStock.com



The problem is,

as media gets richer,

The Interruption Curve

starts taking effect



Chance of Out-Of-Channel

Engagement

Search

Content

Facebook

LinkedIn

Display

Video

Internet Radio

Interstitial

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The Interruption Curve



If 70%, 80%, or 90% of people are engaging through direct traffic or brand search, is dedicated page testing relevant? What to do?



What not to do: Try tricking your audience into clicking on the ad



What to do: Embrace your audience behavior, test across channel

Use attribution data. How many brand or direct visits started in another channel?

Set up tests that look at out-of-channel behavior, such as a geo test

Take over the home page (hey, that’s where the people are going!)



• No mention of web site

• No mention of company or brand!

• Demands immediate attention or nothing

• Does not embrace user-centric engagement



WSJexpat.com WSJcom



Stormfall.com

Actual site is Plarium.com



Ad: Homepage:



Animated Ad:



Anatomy of an ad that embraces out-of-channel engagement:

• Short, compelling brand message

• URL reinforcement (esp. if not

obvious)

• Flows seamlessly to home page to call to action



Soren Ryherd

[email protected]

WorkingPlanet.com

401-383-3600

@workingplanet

proper ad structuring for the interruption curve

Marketing