Generating and maintaining compelling creative can be a daunting task in PPC, however, it is one of the most impactful strategies for increasing traffic, lowering costs, and boosting revenue. In this slide presentation, Carrie Albright, Senior Account Manager at Hanapin Marketing, will share actionable steps to formalize your ad copy testing process to maximize conversion rates and optimize click-through-rates.

1. Tes$ng
Your
Crea$ve:
Small
Changes
with
Big
Effects
By
Carrie
Albright
Join
us
on
Twi6er
at
#Mozinar
Ques;ons
or
problems?
Email
community@moz.com

2. 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

3. Introduction to ad testing

4. 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

5. Why test?
2) Increased traffic/reach
Emotional Appeal
Site Content
Existing Traffic

6. Why test?
3) Account health matters.
Ad
testing
Higher CTR &
Relevance
Higher Quality
Score
Lower CPCs
Improved
Average
Position

7. Why test?
3) Account health matters.

8. 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

9. Setting Up

10. Setting Up
q Test subjects
q Test audience
q Test timeline

11. 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

12. Segmentation is your friend
Campaign segmentation
Device segmentation
Mobile
landing page
Mobile-specific
messaging
For the
love of
DATA

13. Promotions & Seasonality
Killer ads or seasonal trends?
Major breaks in
data and
messaging

14. What to test?
FULL
PAGE
IMAGE
So. Many. Choices.

15. 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?

16. 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

17. What to test? 9-11
Testimonials
Read Client
Testimonials
Product or
Service Price
Business Loans from
$2k-$50k
Location
Nursing School in
Boston

18. 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

19. 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

20. What to test? 20-23
Title Case
vs
Sentence case
Ownership
Symbols
Message
Placement
REI® vs REI

21. Preparing
to test your
Creative

22. Equal rotation
Bing
Ad group level
setting
Google
Campaign level
setting

23. Equal rotation
Quick check:

24. Device Segmentation
This is a mobile world.
Get with it.

25. Device Segmentation
Google Bing

26. Create your
Ad monster

27. Create your ads
1. Create ads in your format of choice.

28. Diagram your test
TIER 1 ROUND 1

29. Track your progress
Shortcuts:
Labels
Adtags
Tracking system

30. Success
YOU
YOUR AD
TESTING
JOURNEY

31. “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!

32. Concluding a test
q Volume
q Limited Time Frame
q Statistical Significance

33. Conclude by significance
Example resources:
http://abtester.com/calculator/ http://drpete.co/split-test-calculator

34. Selling it
CRO Test
16.1% increased Conv Rate
Ad Testing
3.05X Increase in CTR
10.4% Increase in Conv Rate

35. The Good Stuff
Lightning Round Ad Test Results

36. Test 1 – Enrollment Countdown
Industry - Education

37. Test 2 – Trademark in copy
Industry : Health Supplements

38. 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

39. 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

40. 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!

41. Test 6 – Experience vs Credibility
Industry : Travel
Control Ad – Tour experience Test Ad – Customers’ Reviews
CTR: 1.50% CTR: 1.26%

42. 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 $$$.

43. Test 8 - Free Offer vs Branded Message
Ad A:
Get A Free Guide
Ad B:
“… A Division of ___
Publishing House.”
Industry: Self-Publishing

44. Test 9 – Ad Customizers
Industry: E-commerce Holidays

45. 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

46. 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!

47. 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!