testing your creative: small changes with big effects
TRANSCRIPT
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Tes$ng Your Crea$ve: Small Changes with Big Effects
By Carrie Albright
Join us on Twi6er at #Mozinar Ques;ons or problems? Email [email protected]
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Agenda q Introduction to ad testing
q Setting up an ad test, including 23 test ideas
q Preparing for your ad test
q Create your ads
q Determining success – The Metric You Choose
q The Good Stuff - 10 real tests & results we’ve seen
q Timeline review
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Introduction to ad testing
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Why test?
FEATURES BENEFITS CALL TO ACTION
FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING
NEW ARRIVALS MOST UP-TO-DATE STYLES
FIND THE LATEST TRENDS
PROMO CODE GUARANTEED DEAL
SAVE TODAY
1) To learn what matters to our customers
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Why test?
2) Increased traffic/reach
Emotional Appeal
Site Content
Existing Traffic
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Why test?
3) Account health matters. Ad
testing Higher CTR &
Relevance
Higher Quality Score
Lower CPCs
Improved Average Position
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Why test? 3) Account health matters.
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Why test? 4) Improve messaging across all channels
Display Buys
Email Marke;ng
Search Engine Op;miza;on
Direct Mail
Social Media
Television & Video
Paid Search
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Setting Up
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Setting Up
q Test subjects
q Test audience
q Test timeline
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Branded Campaign Content/Volume
Academic Program
High Funnel Terms
Geo-targeted program
Specific conversion
type
Non-Branded Product
Non-CRO campaigns
Specific course
offerings
Regional/Cities Seasonal Main site
content
Choose your guinea pigs
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Segmentation is your friend
Campaign segmentation
Device segmentation
Mobile landing page
Mobile-specific messaging
For the love of DATA
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Promotions & Seasonality Killer ads or seasonal trends?
Major breaks in data and
messaging
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What to test?
FULL PAGE IMAGE
So. Many. Choices.
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What to test? 1-4
Features Free Shipping!
Benefit Risk-Free Trial
NEW promotion Now In 3 Convenient Order Options
Question Ready To Publish Your Book?
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What to test? 5-8
Personas
Audience Age, Family Status, Affluence,
Profession
Pragmatic Learn Basic Programming In Our
12wk Online Course.
Emotional Worry, Pride, Concern, Celebratory
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What to test? 9-11
Testimonials
Read Client Testimonials
Product or Service Price
Business Loans from
$2k-$50k
Location
Nursing School in Boston
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What to test? 12-15
E-Comm Ad Customizers
Over 254 Styles Available
Deadline or Urgency Sale Ends Soon
Lead Gen Ad Customizers
Only 3 Seats Left- Book Now!
Competitor Messaging They say / We say
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What to test? 16-19
Punctuation 100% Guaranteed!
Display URL www.Moz.com/Webinar
vs www.Moz.com
Promotional Details Enter code SAVNW at Checkout
Extended Headline
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What to test? 20-23
Title Case vs
Sentence case
Ownership Symbols
Message Placement
REI® vs REI
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Preparing to test your Creative
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Equal rotation
Bing Ad group level setting
Google Campaign level setting
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Equal rotation Quick check:
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Device Segmentation
This is a mobile world. Get with it.
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Device Segmentation
Google Bing
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Create your Ad monster
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Create your ads
1. Create ads in your format of choice.
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Diagram your test
TIER 1 ROUND 1
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Track your progress
Shortcuts: Labels Adtags Tracking system
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Success YOU
YOUR AD TESTING JOURNEY
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“Is my goal to…?”
Maintain ad health while generating leads
Increase lead volume
Increase sales volume
Increase other metric, such as onsite chats or searches
Increase site traffic
Generate cost efficient sales
Get the greatest profit from top messaging
Find the best landing page experience for your visitors
Click Through Rate
Conversion Rate
Conversion Rate
Impression until conversion
ROAS
Click Through Rate
Profit per Click
Trick Question!
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Concluding a test
q Volume
q Limited Time Frame q Statistical Significance
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Conclude by significance
Example resources: http://abtester.com/calculator/ http://drpete.co/split-test-calculator
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Selling it
CRO Test 16.1% increased Conv Rate
Ad Testing 3.05X Increase in CTR 10.4% Increase in Conv Rate
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The Good Stuff
Lightning Round Ad Test Results
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Test 1 – Enrollment Countdown Industry - Education
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Test 2 – Trademark in copy Industry : Health Supplements
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Test 3 – Call to Action Placement
Click Through Rate Δ
= 32.76% for Test
Control
D1 Feature / D2 CTA vs.
Test
D1 CTA / D2 Feature
Industry: Resort
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Test 4 – Display URL
Program Location in Display URL Product in Display URL
Final Impression until Conversion:
1816
Final Impression until Conversion:
2494
Winner: Location URL, with 27% decrease in IUC.
Industry: Technological
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Test 5 – Mobile Messaging
Industry : E-commerce q Low conversion rate on mobile devices q High inter-device correlation
Control ad: Shop ___ Styles On Your Phone in Description Line 1.
Test ad: Free Shipping in Description line 1. 16.31%
greater CTR!
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Test 6 – Experience vs Credibility
Industry : Travel
Control Ad – Tour experience Test Ad – Customers’ Reviews
CTR: 1.50% CTR: 1.26%
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Test 7 – Promotional Details
Control Results CTR: 41.47% Conv Rate: 1.80%
Industry : E-commerce
Test Results CTR: 41.32% Conv Rate: 1.98%
Promotional headline Keyword-based promo description Enter PROMOCODE at Checkout
Promotional headline Keyword-based promo description Free Shipping On Items Over $$$.
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Test 8 - Free Offer vs Branded Message
Ad A: Get A Free Guide
Ad B: “… A Division of ___ Publishing House.”
Industry: Self-Publishing
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Test 9 – Ad Customizers
Industry: E-commerce Holidays
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Test 10 – Second stage testing
Test 1: Control Message vs “In Just 2 Days”
Test 2: “In Just 2 Days” vs “In Just 48 Hours”
Industry: Financial Services
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Timeline
Choose the Test Subject.
Identify your
metric
Identify your data threshold
Design your test! Tip: Start
general, then
specify.
Create and
proof your ads.
Run ad
test!
Get a snack.
Gather results.
Report on
results.
Next round!
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Email: carrie.albright@hanapinmarke$ng.com Twi@er: @albright_c Website: h@p://www.hanapinmarke$ng.com
Find this recorded #Mozinar and slide deck at h@p://moz.com/webinars very soon!