hard ppc questions for the panel

Hard Adword Question for the Panel

(when will Adwords natively report on historic QS was a bit too easy)

But first… lets talk

about correlation.

1000

100

10

1

10000

Jan Feb Mar Apr May Jun Jul Aug Sept

Oct Nov Dec

Ice cream consumption

Drownings

Correlated

Two variables that are

related (but may be

dependent on

something else)

Ice cream &

drowning

Causal

An independent variable

that directly impacts a

dependent one.

Summertime &

drowning

A causal factor is a

superpower.

For Adword on search… List 3 causal factors of

predicted/normalized CTR.

Rules…

1. Causal factor must be unique per panel member 2. Not a correlated factor, must be causal (i.e. direct

part of QS equation) 3. Start with Larry >> Matt >> Sophie >> Fredrick

Note: questions will get harder each time, as obvious factors accounted for (i.e Fredrick will get the hardest question).

4. If you get stuck ask me and I will throw in a suggestion to approve/disprove.

Causal factors 1…

1. Ad rank (1-10) is a causal factor of pCTR 2. DeviceType is a causal factor of pCTR

(Desktop, Mobile, Tablet) 3. Advert location on Left-hand side,

Right handside or Footer is a causal factor of pCTR

Causal factors 2…

1. Number of Ads displayed (1-3, or 1-10) 2. Country (pCTR higher in UK vs Russia) 3. Click-to-Call (Click-to-Call is the only

AdExtension than is used in pCTR)

Causal factors 3…

1. Price competitiveness in Shopping Ads (TBC if causal or correlated)

2. Is AdPreview mode enabled (excluded from QS equation)

3. Is Google IP mode enabled (excluded from QS equation)

Causal factors 4…

1. Is SearchPartner (assuming QS is now calculated on search partners)

2. Mobile Device orientation? (Landscape/Portraight)

3. Time of day, or day of week? (TBC causal or correlated)

For Adword on search… List 3 correlated factors of predicted/normalized CTR.

Correlated factors 1…

1. Ad Extensions (excluding Click-to-call) 2. Review stars 3. Fav icon

Correlated factors 2…

1. Time of day, or day of week 2. Dynamic Keyword Insertion (DKI) 3. Is AdBlocker installed

Correlated factors 3…

1. Is Google Compare Present 2. Ad Prequalifies - 200% APR in adverts

(correlated but not causal) 3. RLSA advert

Correlated factors 4…

1. Is site present is Organic aswell as PPC (reduces CTR but not a causal factor)

2. Demographics (younger people more likely to click on ads)

3. Technographics: Browser (Chrome users more likely to click on Ads)

For Adword on search… List 3 unrelated factors of

predicted/normalized CTR.

Unrelated factors 4…

1. Left or Right handed mouse 2. Is search a misspellings 3. Drunkenness

Unrelated factors 4…

1. Is Click invalid (realtime) 2. Is Click invalid (60days) 3. Is users search impression a robot

Unrelated factors 4…

1. Is Google Doodle present (search spike) 2. Google Share price 3. Number of private Jets owned by

Sergie and Larry

Unrelated factors 4…

1. Luna cycles 2. Is user logged in on Google.com 3. Number of emails received from

WordStream per day

Thankyou!

Appendix: PPC Algo

http://bit.ly/ppc-algo-v3

PPC CTR game…

Download CTR battleships http://bit.ly/battleshipsctr

Number of Analysts

Good

at

Chess

Like

StarTrek correlated Good at

Maths

causal

Number of

Analysts

Correlated vs Causal

Correlated vs Causal

But it is not the cause!

Strong Correlation