By Cady Condyles
Apr 26, 2012
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If you missed the Advanced Track this morning at SMX Toronto, here are the highlights from the Paid Search: Advanced Testing and Reporting Panel. Brad Geddes, Founder of Certified Knowledge, and Jeff Ferguson, CEO of Fang Digital Media, lead this panel. This session centered around the actual process of designing, implementing and measuring the results of paid search tests.
Brad Geddes kicked off the panel discussing the best ways to evaluate testing and which metrics create a conversion
Metrics should start at the impression and accommodate CPCs & cost. Take in account conversions and sale amount – sale amount can vary by ad type.
The key metric to focus on: Revenue/Profit per Impression
PPI = (revenue – cost)/Impressions
Extrapolate to see profit. Multi-sales per customer? – don’t forget lifetime value
Testing Ad copy – start with people
People don’t see bidding, time of day bidding, or keyword targeting – people only see the ad copy. Focus on the ad.
Test pricing – useful for testing in industries that are – price conscious, highly competitive, large price ranges, shopping comparison.
Discounts – bigger is better, people often focus on the biggest and smallest numbers
Calls to Action – make a call to action a benefits statement, ‘Sign up for our newsletter’ OR ‘Signup for Powerful Marketing Tips.’
Information – people in the research process: exclusive info that others can’t share. This can be powerful
Local Information – are you marketing to locals or non-locals?
Questions – what question did the searcher want answered?
Testimonials – wisdom of the crowds. Can’t use, ‘best’, ‘#1’, etc. in ad copy unless it is verified by a 3rd party. This can help you stand out from competition, they can only use general terms like ‘top’.
Negative information – There’s a reason news headlines are often negative.
Even more items to test –
Testing is easy – opt for Google to rotate ads – 3 ways to rotate ads: optimize for clicks, optimize for conversions, or rotate evenly.
Wait for results – evaluate and choose the winner. Any data anomalies? Just a little date analysis makes a big difference in accounts.
Jeff Ferguson – Widen your gaze. With so much data, it’s easy to focus on just one number.
Digging into the data – day of week/ week of month testing. Look beyond the simple day of week
Geo Silos – for more than just local targeting
Dig into individual metro area data – analyze major DMAs