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 […]


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 […]


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 […]

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 […]

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 […]


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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How Ad Rotation Affects Your AdWords Ad Testing

September 23, 2014 Brad Ad Testing

If you have multiple ads in an ad group; your ad rotation settings will determine how often each ad is displayed. Based upon how you are testing and your favorite metrics, you should consider the rotation setting you are using and how that affects your ability to receive statistical significance data to make testing decisions. […]

Results of the test by device

Learn How to Test Your AdWords Ads by Effective Device

September 16, 2014 Brad Ad Testing

Mobile users and desktop users behave differently. They are often looking to accomplish different tasks based upon the device type. Therefore you should test ads differently based upon the user’s device. However, first we should examine the concept of ‘effective device’ so you understand where your ads are really showing. Examining Effective Device With Google […]

Ad Testing for Lead Gen

The Best Ads Testing Metrics for Lead Generation Campaigns

September 9, 2014 Brad Ad Testing

There are many metrics you can split-test in Google AdWords by; however, the best testing metrics for determining success vary by industry. Often the lead generation industry is lumped together as a type of advertising campaign: just get me leads. It should not be classified this way. Within lead generation marketing campaigns, there are four […]

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