Paid search testing, optimization and reporting is an important process for almost all digital companies. Most marketers focus on optimization through bids and keywords but ignore improvements that can take place at the creative level. The goal of this post is to introduce our readership to the type of testing and data collection that can take place at the creative level.
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To help provide our readers with some high quality knowledge and the associated data, we’ve brought in Jason Puckett, CEO & Founder of AdBasis. AdBasis is an A/B and Multivariate testing platform for search, display, remarketing & mobile ads. Jason’s expertise resides in the ad testing arena and we can’t think of a better resource for our audience.
Jason, please introduce this report you’ve constructed about search ad data.
“Ad testing is conducted for two main reasons: to optimize your ROI and to learn about your audience. Optimization is a relatively standardized process. ReportGarden provides a ton of awesome content telling us how to optimize through enhanced reporting. The second purpose of testing and optimization, “learning”, is a little bit more difficult to grasp and there is significantly less content out there for audiences to learn from.
Advertisers need a way to understand which ad creative actually drives performance for specific audiences. Within the AdBasis platform, we track the metadata associated with each ad variation being tested. Our team collected the creative performance data for over 250,000 search ads and came up with 21 interesting trends that advertisers can implement in their daily ad strategies. Here they are: