Erin Zefkeles | @ErinZef | Global Online Marketing Manager

Advertising platform surfacing ads on the Yahoo Bing Network

Global in over 31 countries

B2B Focused

Enabling small and medium businesses to reach more customers, get more sales, drive more results by advertising on Bing AdsErin Zefkeles (@ErinZef) Online Media Acquisition Campaigns in 20 markets

A/B Testing on Our CampaignsFixed design & branding webpage template

Resource constrained

Optimizely & competitor product available for us

Core Testing Team of 3

@ErinZef

Review competitor sites & our personal favorites sites

Monthly call for ideas from partner teams

Compiled list on SharePoint for people to add to

Review how much time each test will take

Prioritize based on country size & business impact

Ideation Process

@ErinZef

Smaller markets = quick wins, fast to implement

Review & Selection

@ErinZef

we got a 10% lift or more in visitors moving on in the process by testing CTA messages

Submit

vs

Real world example:

Test & Refine….

Review & Selectionof testing ideas for bigger countries

Credit quickmeme.com

“

NOTest your assumptions

you’ll likely be surprised by the answer!

Assumption: visitors prefer a visually appealing page with imagery

Reality Check: It depends, results differed by browser type, audience and market

Image vs. No Image

Original

Main Image w/Simple

Text

No Image

@ErinZef

Small quick wins, fast to implement

Verify our assumptions

Look to solve current business problems

Review & Selection

@ErinZef

BUSINESS CHALLENGE:

@ErinZef @BingAds

Significant number of fraudulent requests for coupon

Concern #1:Prevent fraudulent submissions impacting testing results

Concern #2:Deter fraudulent submissions all together

@ErinZef

Concern #1:Prevent fraudulent submissions impacting testing results

Concern #2:Deter fraudulent submissions all together – redirect?

@ErinZef

Small quick wins, fast to implement

Verify our assumptions

Look to solve current business problems

Innovate

Review & Selection

Launch - Test - Analyze - Refine - Test - Grow

@ErinZef

Nimble Taking quick action on customer feedback

Customer posted concern on Facebook

Determined landing page could be updated to avoid similar dissatisfaction

Went into Optimizely and immediately updated the page

Took minutes to improve the customer experience & help avoid negative PR online

@ErinZef

Improved customer

EXPERIENCE

Business ImpactReduced

Expenses 40%

Up to

more engagement with our landing pages

@ErinZef

Take Note

◊ Use Optimizely for the small changes pending in your web team’s queue

◊ Come up with plan

◊ Be willing to make mistakes

◊ Test, refine & test again!

◊ Understand your funnel – what impact your test has during each phase

◊ It’s so easy! If you don’t try how will you determine what works?

@ErinZef

Questions?

@ErinZef @BingAds