Ad testing thresholds and metrics options thumbnail

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 […]

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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 […]

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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 […]

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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 Ads 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 […]

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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 E-commerce when checkout amounts greatly vary E-commerce when […]

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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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CTR

Inside the Ad Testing Metrics: Click Through Rate (CTR)

February 17, 2015 Brad Ad testing

This week we’re featuring everything you need to know about click through rate. This metric is one that Google pushes you to use the most as their ad rotation default is set to optimize for clicks, which is the highest click through rate ad. This metric is useful to use for ad testing when you […]

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Trader analyzing charts

Inside the Ad Testing Metrics

February 10, 2015 Brad Ad testing

When you are running ad tests, there are generally six different metrics that you can use to determine winners; however, the way they are used can be very inconsistent, and some metrics are misunderstood. Over the course of the next six weeks; we will be featuring one metric per week and taking a deep dive […]

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Table with variations of descriptions

How to Gain Customer Insight Through Ad Testing

January 22, 2015 Brad Ad testing

Many companies pay large amounts of money through corporate research to gain a small amount of information into their customer base. However, you are already spending money with paid search and you can use the insights from that spend to learn a lot about your customers through just good ad testing. The first thing you […]

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Legal

How to work with legal & brand management for better ad testing

November 11, 2014 Brad Ad testing, General

Many marketers must submit all their ads to a legal and/or corporate branding team for approval before they are allowed to use them in a PPC account. These departments can often be bottlenecks to ad testing. If you aren’t working well with legal and/or branding; then these departments can quickly become an excuse for why […]

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