experiment like an evil scientist: framework, method, emotional triggers by adam proehl
TRANSCRIPT
#SMX #14B @adamproehlFramework, Method, Emotional Triggers
Experiment like an Evil Scientist
#SMX #14B @adamproehlFramework, Method, Emotional Triggers
Experiment like an Evil Scientist
#SMX #14B @adamproehl
About Me § My (nearly) 90 year old grandpa is my hero
§ Digital since 1998
§ I live for summer (gets cold where I’m from)
§ Principle at NordicClick Interactive (Minneapolis)
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My Fundamental Framework
Optimize
Idea
Test
Learn
Scale
Not rocket science…
…Just common sense.
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Photo Credit: Warner Bros Studios – Looney Toons Water, Water Every Hare
The Testing FrameworkAd
Destination
Outside Influencers
Components
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B2C vs. B2B Testing
Differences§ Success Metrics
§ Volume
§ Complexity
§ “Other People’s Money”
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B2C vs. B2B Testing
Similarities
We’re testing on humansPhoto Credit: 20th Century Fox – The Princess Bride (1987)
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It’s still about intent
B2C vs. B2B Testing
Similarities
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This is JosieKnown Interests:
FoodAttentionNapsSniffingRunningSquirrelsRabbitsTennis Balls
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Josie shows clear intentions
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What audience am I addressing?
Basic Questions to Start
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What am I hoping to learn?
Basic Questions to Start
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How will I know if I learned it?
Basic Questions to Start
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Basic Questions to Start
Context of an Interaction?
What’s missing?
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More about ContextThe Searcher: State of Mind?
§Problem?§Product Idea?§What’s known?§What’s not known?
Basic Questions to Start
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Basic Questions to Start
Sampling Size & Length of Test
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Confidence Level Tool
http://bit.ly/2mS1AUE
Cardinal Path Ad Testing Tool:
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Confidence Level Tool
Cardinal Path Ad Testing Tool:
http://bit.ly/2mS1AUE
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What will it take to get the click?Given all this?
GOAL:
Test until you get to 5% Click Through Rate (CTR)………..
Then keep testing after that…….
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Always Be Testing§ Phrases / Negatives§ Headline § Ad Text Copy§ Vanity URL§ Position / Price§ Site Link Extensions§ Location Extensions§ Destination Pages§ Time of Day§ Day of Week§ Location § Phone / SMS CTA
The Basics
Evil genius in training
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Always Be Testing § Customizers
§ Dynamic KW Insertion
§ Scripts
§ Demographic Targeting
§ Device Level Bidding
More Advanced
Dr. Victor Frankenstein
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Basic Emotions to Trigger
§Happiness§Sadness§Fear§Anger
Image Credit: Disney
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Example: The Ad - Headline
§ Structured Headline
§ Stream of Consciousness
§ Unfiltered Thought
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Triggering Emotions – Your Playground
30
30
80
15 15
§ “Take the time to make it brief”
§ Respect Headline #2
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Most Important: Make sure I get what I ask for……
Be careful with your settings
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The Ad - Calls to Action
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Calls to Action – More Chances
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Example of Pricing Extensions
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About The Destination
Admittedly cheesy stock photo
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However…..
Did you fulfill the promise of the click?
Not a CRO Based Session
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Remembering the Intent
Is a landing page even necessary?
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Example: Outside Influencers§Weather§Road Construction§Current Events§Local Specific§Industry Events
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What are you promising? (Test)
How do you deliver that promise (Test)
How do you know if you succeeded (Measure)
Net/Net Mindset
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Core principles apply across ad platforms Also:
§ Search
§ Display
§ Native
§ Video
§ And More
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The Basics – Keep it Simple
Testing Success Measurements
§ Click Through Rates
§ Conversions
Image Credit:: Disney
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Beyond Basics – Cause And Effect
Testing Success Measurements
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Beyond Basics – Cause And Effect – Another Example
Testing Success Measurements
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Testing Success Measurements
You’ll be happiest if you’re never happy
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Common Mistakes - That You Can Learn From
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Common Mistake: Not Knowing the Territory
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Common Mistake: Ignoring the Emotions
Just as important in B2B (Maybe more so)
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Common Mistake: Failure to Ask One Simple Question
“Would I click on that?”
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“And unfortunately we don’t actually know WHAT made our ad more effective.
• Too smart for your own good?• Over complicating things?
Common Mistake: Trying to Get Too Clever.. Too Fast
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When in Doubt, Test the Obvious
• Short Story
• First published in 1916 (Saturday Evening Post)
• Currently available digitally ($.99 on Amazon)
• Translates well to the digital age
Book Recommendation:
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Summary§ It is a process
§Even basics make you shine
§Remember the emotions
§Would you click?
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX