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 […]
Ad 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 setup 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 what […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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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April 19, 2016 
Brad 
