experiment like an evil scientist: framework, method, emotional triggers by adam proehl

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#SMX #14B @adamproehl Framework, Method, Emotional Triggers Experiment like an Evil Scientist

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Page 1: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehlFramework, Method, Emotional Triggers

Experiment like an Evil Scientist

Page 2: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehlFramework, Method, Emotional Triggers

Experiment like an Evil Scientist

Page 3: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#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)

Page 4: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

My Fundamental Framework

Optimize

Idea

Test

Learn

Scale

Not rocket science…

…Just common sense.

Page 5: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Photo Credit: Warner Bros Studios – Looney Toons Water, Water Every Hare

The Testing FrameworkAd

Destination

Outside Influencers

Components

Page 6: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

B2C vs. B2B Testing

Differences§ Success Metrics

§ Volume

§ Complexity

§ “Other People’s Money”

Page 7: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

B2C vs. B2B Testing

Similarities

We’re testing on humansPhoto Credit: 20th Century Fox – The Princess Bride (1987)

Page 8: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

It’s still about intent

B2C vs. B2B Testing

Similarities

Page 9: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

This is JosieKnown Interests:

FoodAttentionNapsSniffingRunningSquirrelsRabbitsTennis Balls

Page 10: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Josie shows clear intentions

Page 11: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

What audience am I addressing?

Basic Questions to Start

Page 12: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

What am I hoping to learn?

Basic Questions to Start

Page 13: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

How will I know if I learned it?

Basic Questions to Start

Page 14: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Basic Questions to Start

Context of an Interaction?

What’s missing?

Page 15: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

More about ContextThe Searcher: State of Mind?

§Problem?§Product Idea?§What’s known?§What’s not known?

Basic Questions to Start

Page 16: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Basic Questions to Start

Sampling Size & Length of Test

Page 17: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Confidence Level Tool

http://bit.ly/2mS1AUE

Cardinal Path Ad Testing Tool:

Page 18: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Confidence Level Tool

Cardinal Path Ad Testing Tool:

http://bit.ly/2mS1AUE

Page 19: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

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…….

Page 20: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

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

Page 21: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Always Be Testing § Customizers

§ Dynamic KW Insertion

§ Scripts

§ Demographic Targeting

§ Device Level Bidding

More Advanced

Dr. Victor Frankenstein

Page 22: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Basic Emotions to Trigger

§Happiness§Sadness§Fear§Anger

Image Credit: Disney

Page 23: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Example: The Ad - Headline

§ Structured Headline

§ Stream of Consciousness

§ Unfiltered Thought

Page 24: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Triggering Emotions – Your Playground

30

30

80

15 15

§ “Take the time to make it brief”

§ Respect Headline #2

Page 25: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Most Important: Make sure I get what I ask for……

Be careful with your settings

Page 26: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

The Ad - Calls to Action

Page 27: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Calls to Action – More Chances

Page 28: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Example of Pricing Extensions

Page 29: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

About The Destination

Admittedly cheesy stock photo

Page 30: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

However…..

Did you fulfill the promise of the click?

Not a CRO Based Session

Page 31: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Remembering the Intent

Is a landing page even necessary?

Page 32: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Example: Outside Influencers§Weather§Road Construction§Current Events§Local Specific§Industry Events

Page 33: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

What are you promising? (Test)

How do you deliver that promise (Test)

How do you know if you succeeded (Measure)

Net/Net Mindset

Page 34: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Core principles apply across ad platforms Also:

§ Search

§ Display

§ Native

§ Video

§ And More

Page 35: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

The Basics – Keep it Simple

Testing Success Measurements

§ Click Through Rates

§ Conversions

Image Credit:: Disney

Page 36: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Beyond Basics – Cause And Effect

Testing Success Measurements

Page 37: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Beyond Basics – Cause And Effect – Another Example

Testing Success Measurements

Page 38: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Testing Success Measurements

You’ll be happiest if you’re never happy

Page 39: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Common Mistakes - That You Can Learn From

Page 40: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Common Mistake: Not Knowing the Territory

Page 41: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Common Mistake: Ignoring the Emotions

Just as important in B2B (Maybe more so)

Page 42: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Common Mistake: Failure to Ask One Simple Question

“Would I click on that?”

Page 43: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

“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

Page 44: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

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:

Page 45: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

Summary§ It is a process

§Even basics make you shine

§Remember the emotions

§Would you click?

Page 46: Experiment Like an Evil Scientist: Framework, Method, Emotional Triggers By Adam Proehl

#SMX #14B @adamproehl

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX