Download - Hard PPC questions for the Panel
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Hard Adword Question for the Panel
(when will Adwords natively report on historic QS was a bit too easy)
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But first… lets talk
about correlation.
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1000
100
10
1
10000
Jan Feb Mar Apr May Jun Jul Aug Sept
Oct Nov Dec
Ice cream consumption
Drownings
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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
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A causal factor is a
superpower.
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For Adword on search… List 3 causal factors of
predicted/normalized CTR.
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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.
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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
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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)
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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)
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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)
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For Adword on search… List 3 correlated factors of predicted/normalized CTR.
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Correlated factors 1…
1. Ad Extensions (excluding Click-to-call) 2. Review stars 3. Fav icon
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Correlated factors 2…
1. Time of day, or day of week 2. Dynamic Keyword Insertion (DKI) 3. Is AdBlocker installed
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Correlated factors 3…
1. Is Google Compare Present 2. Ad Prequalifies - 200% APR in adverts
(correlated but not causal) 3. RLSA advert
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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)
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For Adword on search… List 3 unrelated factors of
predicted/normalized CTR.
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Unrelated factors 4…
1. Left or Right handed mouse 2. Is search a misspellings 3. Drunkenness
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Unrelated factors 4…
1. Is Click invalid (realtime) 2. Is Click invalid (60days) 3. Is users search impression a robot
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Unrelated factors 4…
1. Is Google Doodle present (search spike) 2. Google Share price 3. Number of private Jets owned by
Sergie and Larry
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Unrelated factors 4…
1. Luna cycles 2. Is user logged in on Google.com 3. Number of emails received from
WordStream per day
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Thankyou!
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Appendix: PPC Algo
http://bit.ly/ppc-algo-v3
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PPC CTR game…
Download CTR battleships http://bit.ly/battleshipsctr
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Number of Analysts
Good
at
Chess
Like
StarTrek correlated Good at
Maths
causal
Number of
Analysts
Correlated vs Causal
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Correlated vs Causal
But it is not the cause!
Strong Correlation