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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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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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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 […]

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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How Much Data Should You Have Before Examining an Ad Test Result?

November 10, 2015 Brad Ad Testing

Before you waste your time examining ad tests, you want to ensure that every ad has reach a minimum data threshold. Within any sample set, it is easy to find a pattern that is caused due to chance. However, as the amount of data you have increases, the likelihood that a statistically significant result is […]

Conv. Value / Cost

Inside the Ad Testing Metrics: ROAS & ROI

April 1, 2015 Brad Ad Testing

This week we’re going to focus on using ROI or ROAS as your testing metric. If you are dynamically passing your conversion values to AdWords; then you’ll have a column known as Conv. Value/Cost in your account. This stands for Conversion Value / Cost.     This value is calculated based upon how you’re passing […]

ROI vs ROAS

Understanding Your Testing Metrics: ROAS vs ROI vs Conv. Value / Cost

March 17, 2015 Brad Ad Testing

In next week’s column, we will examine how to use ROAS as an ad testing metric. However, as there is a lot of confusion about ROAS, ROI, and Google’s Conv. Value/Cost metric, we’re first going to dig into these metrics before proceeding to how to use them in your ad testing. The History of ROI […]

CPI

Inside the Ad Testing Metrics: Conversion Per Impression (CPI)

March 10, 2015 Brad Ad Testing

This week we’re featuring everything you need to know about using CPI (Conversion per Impression)  as your testing metric. Please, consider reading our article on scientific Google AdWords split-testing if you would like to know more about how to set it up and evaluate results. This is a metric that shows the ratio between impressions and […]

CPA

Inside the Ad Testing Metrics: Cost Per Acquisition (CPA)

March 3, 2015 Brad Ad Testing

This week we’re featuring everything you need to know about using CPA (cost per acquisition) as your testing metric. This metric is simply how much you pay for a conversion. This a common metric to use for testing in a few different types of accounts: Lead generation eCommerce when checkout amounts greatly vary eCommerce when […]

Conversion Rate

Inside the Ad Testing Metrics: Conversion Rate (CR)

February 24, 2015 Brad Ad Testing

This week we’re featuring everything you need to know about Conversion Rate testing. This metric is commonly used for testing as the higher your conversion rate, the more conversions you have once someone clicks on your ad. The biggest downside to conversion rate is that it doesn’t take into account how many clicks your ad […]

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