Setting up "IF ads" in Google Ads

How to test IF / Default ads in Google Ads

March 9, 2017 Brad Ad testing, Ads

Google Ads recently launched a way for you to create specific marketing messages for devices or audiences without having to use ad customizers. These are sometimes called IF ads and other times called Default ads. The advantage of these ads over ad customizers is that since they have ‘default text’ in them; text that shows […]

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Comparison of STA and ETA

How to Test Expanded Text Ads

August 22, 2016 Brad Ad testing, Ads

In the upcoming months; you’ll have to upgrade all of your ads to the expanded text ad format. The new format has longer headlines and a single description line. There are a few ways to text your expanded text ads (ETAs), and we’ll walk through the various scenarios, advantages, and disadvantages for testing. What are […]

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Creating tests by label thumbnail

How to Test Image Ad Themes Across GDN

June 30, 2016 Brad Ad testing

Image ads are often more difficult to test than text ads as, with image ads, you’re rarely just testing ad 1 versus ad 2. With image ads, you are often creating themes of images in various sizes and then seeing how each theme performs as a whole regardless of any one size. For instance, you […]

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Ads test results

When Should You Create a New Ad Test?

April 19, 2016 Brad Ad testing

You created an ad test, you waited to accumulate some data, and now you have winners and losers. What do you do next? In reality, you have two simple options: Pause losers & create new ads immediately Pause losers & wait to create new ads There are several considerations to take into account before you […]

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Ad + Landing Page Testing

How to test landing pages & ads together

March 29, 2016 Brad Ad testing, Google ads insights

An advertiser recently contacted us and asked a simple question: If I want to test two ads and two landing pages is this how I should set up my ad test? Ad A to Landing Page 1 Ad B to Landing Page 2 There’s not a simple answer to this question as it depends on […]

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What metric should you use?

What Ad Testing Metric is Best for Your PPC Account?

February 2, 2016 Brad Ad testing

There is not a ‘best’ testing metric for everyone. There is a best testing metric based upon what you are trying to accomplish. We’ve put together a quick reference chart to easily let you see what testing metric you should be using: What do you want to do? The metric you should use Increase conversions […]

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DSA segmentation test results thumbnail

DSA testing: What you need to know to test dynamic search ads effectively

January 19, 2016 Brad Ad testing

Dynamic search ads (DSA) are an unusual ad format as you don’t write a headline or pick a destination URL. With these ads, you choose what part of your site you want Google to use to scan for potential keywords and Google will show your ad and the relevant destination URL when the search query […]

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Comparison of ROAS & RPI and CTR thumbnail

Inside the ad testing metrics: revenue per impression (RPI) & profit per impression (PPI)

January 12, 2016 Brad Ad testing

This week we’re featuring everything you need to know about using RPI (revenue per impression) as your testing metric. This is sometimes called profit per impression (PPI). The difference between RPI or PPI isn’t in the metric calculations within your PPC account. The difference has to do with how you are passing data to your […]

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The ad with the period at the end of description line 1 thumbnail

Do You Have Insignificant Test Results? How to use Maximum Data in Ad Testing

December 1, 2015 Brad Ad testing

It’s always nice when your ads pass your minimum data amounts and achieve statistical significance. However, there are many times that your ad tests won’t achieve the necessary confidence levels to take action. As we’re often looking for places to take an action, these types of tests are often missed and ad tests linger with […]

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Minimun Data By Metric

The Minimum Data You Should Define by Testing Metric

November 17, 2015 Brad Ad testing

In our last two column we discussed setting your confidence levels and what you need to know about minimum data. What we haven’t addressed yet is what data points you should assign minimum data levels to based upon your testing metrics. As an example, if you are testing by CTR, your conversions don’t matter since […]

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