test that ad
DESCRIPTION
TRANSCRIPT
Never Assume, Because….
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The Difference Between 2 Ads May Be Closer Than It Appears
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Who Won?
Ad Group Impressions Clicks CTR
Ad A 122,997 932 0.76%
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Ad B 45,926 391 0.85%
Ad C 123,373 986 0.80%
Are You Sure?
Ad Group
Impressions Clicks CTR Conversions Conv % Cost/Conv
Ad A 122,997 932 0.76% 128 13.73% $17.71
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Ad B 45,926 391 0.85% 47 12.02% $19.87
Ad C 123,373 986 0.80% 92 9.33% $26.50
Positive?
Option Profit/1000 Impressions (in $)
A 1025.05
B 1001.36
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B 1001.36
OVERALL WINNER: There is not enough data to confidently determine which ad will generate more profits for you with at least 80% confidence.
Audiences Are Not Homogeneous
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Google Only vs. Google + Search Partners
Ad Group Impressions Clicks CTR Conversions Conv % Cost/Conv
Control, Google Only
51,139 1,851 3.62% 703 37.98% $0.44
Test, Google 22,324 714 3.20% 277 38.80% $0.43
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Test, Google Only
22,324 714 3.20% 277 38.80% $0.43
Control, Google + Partners
112,653 2,928 2.60% 905 30.91% $0.61
Test, Google + Partners
56,233 1,391 2.47% 412 29.62% $0.63
PPC Engines Are Not Homogeneous, Either
= = ?
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Google vs. Yahoo
Ad Group Impressions Clicks CTR Conversions Conv %
Ad 1, Engine A 119,972 614 0.51% 90 14.66%
Ad 2, Engine A 2,797 49 1.75% 18 36.73%
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Revenue Impact = $567,218.48
Ad 1, Engine B 8,280 83 1.00% 15 18.07%
Ad 2, Engine B 48,785 344 0.71% 55 15.99%
Little Things Mean A Lot… (or do they?)
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Headline Test
Headline Impressions Clicks CTRAvg
PositionConv %
Events In Pure MichiganFestivals, shows, & more. Find out 74,063 2,063 2.79% 2.4 29.37%
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what's happening in Michigan today!
Pure Michigan EventsFestivals, shows, & more. Find out
what's happening in Michigan today!67,133 1,863 2.78% 2.2 29.31%
Description Test
Headline Impressions Clicks CTRAvg
PositionConv %
Pure Michigan TravelOfficial site for Pure Michigan.
Your trip begins at michigan.org.90,456 2,431 2.69% 1.7 41.42%
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Your trip begins at michigan.org.
Pure Michigan TravelOfficial site for Michigan tourism.Your trip begins at michigan.org.
369,587 10,027 2.71% 1.7 41.26%
Sentence vs. Title Case Test
Headline Impressions Clicks CTRAvg
PositionConv %
Casinos In MichiganFind casino & gaming action at
a great Michigan casino near you.42,639 2,872 6.74% 1.7 30.99%
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a great Michigan casino near you.
Casinos In MichiganFind Casino & Gaming Action at
A Great Michigan Casino Near You.43,541 2,990 6.87% 1.8 33.03%
Never Assume:
• That the ad that looks like the winner really is the winner.
Analyze your results with statistics before making a decision.
• That Search Partners will perform the same as the
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That Search Partners will perform the same as the search engine.
• That results in Google will hold true in Yahoo and Bing.
• That minute differences in ad copy make a difference.
