Paid search testing and optimization is an important step for almost every digital company. Most marketers work to optimize keyword sets and landing pages, often times ignoring the optimizations that can take place at the ad copy 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.
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.
Ad testing is conducted for two main reasons: to optimize your ROI and to learn about your audience. Optimization is a relatively standardized process and One Degree has a ton of great content that discusses how to improve your ROI over time. 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:
Jason A. Puckett
CEO & Founder
For more information about demand-side ad testing, please visit www.AdBasis.com