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Using Experiments to Get Crazy(ier) But Still Be In Control By Susan Wenograd

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Thinking Outside The SEM Box. PRESENTATION: Using Experiments to Get Crazy(ier) But Still Be In Control - Given by Susan Wenograd, @susanedub - Five Mill Inc., Partner & SEM Manager. #SMX #11B

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Using Experiments to Get Crazy(ier) But Still Be In Control By Susan Wenograd

  1. 1. #SMX #11B @SusanEDub Using Experiments to Get Crazy(ier) But Still Be In Control
  2. 2. #SMX #11B @SusanEDub Hi! I’m Susan and I’m a paid media nerd. About me
  3. 3. #SMX #11B @SusanEDub SEM and Social Ads Nerd at Five Mill, managing multiple six figures in spend per month. Paid media for the past 10 years (good grief, seriously?) Live in Virginia with some very cute people. About me
  4. 4. #SMX #11B @SusanEDub Someone says, “We should test this.” Someone else involved usually reacts like this: Testing can cause anxiety…
  5. 5. #SMX #11B @SusanEDub What if you could test in a less scary way? (You can!)
  6. 6. #SMX #11B @SusanEDub Duplicate Test Rejoice Using Drafts & Experiments
  7. 7. #SMX #11B @SusanEDub Using Drafts & Experiments Click into a campaign and create a draft Use a descriptive title to make things easier later.
  8. 8. #SMX #11B @SusanEDub Edit your draft…. Note that performance data carries from source
  9. 9. #SMX #11B @SusanEDub Side note about Drafts…  Work “in-progress” outside of AdWords Editor  Easy to QA/Share with team/client
  10. 10. #SMX #11B @SusanEDub Time to make your changes…  Edit the draft for your test - Campaign settings alone are a huge area of potential tests! Don’t forget to add any necessary internal tracking used for this separate segment!
  11. 11. #SMX #11B @SusanEDub Apply the changes and kick it off
  12. 12. #SMX #11B @SusanEDub Choose your dates & percentages  Be clear about what you are testing  Name so it makes sense (especially if you do a lot of them)  Choose your dates – Think ahead for stat sig amounts – Choose your traffic split (minimize risk with smaller %)
  13. 13. #SMX #11B @SusanEDub Where to find it once it’s live…
  14. 14. #SMX #11B @SusanEDub Where to find it once it’s live… Experiment-level data will populate in the Experiment view, but show separately in account totals:
  15. 15. #SMX #11B @SusanEDub Understanding your results…  All metrics for the experiment are available in normal data when in the experiment view  Icons helpfully indicate what is stat sig and not (breakout on the next slide)  Specific experiment data appears below this table in a normal Ad Group/Keywords, etc view
  16. 16. #SMX #11B @SusanEDub Understanding your results…
  17. 17. #SMX #11B @SusanEDub Example outcome… Five Mill Bidding Platform vs. GoogleCPA Bidding: – Google’s CPA 86% higher – Google’s conv rate 30% lower – Our tool had +30% margins (147% ROAS), Googles tool had -25% margins (75% ROAS) – our ROAS is 200% better – Google sent 80 questionably incremental converted clicks at an additional cost of 2217eu, making the CPA on those incremental conversions 27.70 which is 4x our CPA target for this campaign. ***TOTALLY DEPENDSONTHE QUALITYOFYOURCPC BIDS/PLATFORM/STRATEGYP
  18. 18. #SMX #11B @SusanEDub Another example outcome… “We want to try a new landing page.”  Unlike rotating ad versions, this gives us complete control over traffic flow  Early on, but already seeing reassurance our original landing page was spot-on.
  19. 19. #SMX #11B @SusanEDub What else? You can’t test some automated bid strategies (Booooooooo)  Target search page location  Target ROAS  Target outranking share If your Experiment does better, you can convert it into a “normal” campaign!
  20. 20. #SMX #11B @SusanEDub Duplicate Test Rejoice …Now it’s your turn! Go! Remember, three easy steps…
  21. 21. #SMX #11B @SusanEDub LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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