Good Intentions Gone Wrong: 7 Worst Practices in PPC
What most saa s marketers miss when split testing
1. What most SaaS marketers miss when
split testing
#SaaStest
2. Who are we?
●
Elizabeth Yin
○ Co-founder LaunchBit, customer
acquisition platform for SaaS companies
○ ex Google marketer
○ BSEE Stanford
○ MBA MIT Sloan
3. Who are we?
●
Josh Ledgard
○ Co-Founder KickoffLabs: Lead
generation with landing pages and email
marketing with a viral boost.
○ Former development Group Manager at
Microsoft
° Struggling Artist
○ Vanderbilt University
4. Today’s talk is on ...
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How to get more clicks at a cheaper price
in CPC ad networks
●
What to split test
●
How to test headlines for free
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Before you split test (landing page basics)
●
Split testing best practices
5. How to get more clicks than your
competitors at a cheaper price in CPC
ad networks
Thursday, January 16th, 2014
12. Ok, so how do you improve click-through-rate?
digitalorganics.com.au
13. There are lots of things you can test...
●
Copy, text, headlines
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Ad placement
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Color and images
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Text-only ads v. text and display
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Time of day, week, or month
19. Test your demographics
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Test your different ad creatives for different
demographics
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Determine which demographics give you
more clicks, impressions, and conversions
●
Higher ROI and optimize your campaign
based on demographics
22. A #Twitter experiment
●
Split tested headlines on twitter to see which ones got
higher CTRs
●
Drove traffic to landing pages with tweets
●
Tweeted two different headlines at the exact same times
on two different days
●
Set up tweets in Buffer at specified, high engagement
times
●
Which headlines did best?
23.
24. #Twitter experiment key takeaways
●
Split testing is really HARD
●
Most headlines didn’t yield statistically
different results
●
You need to use statistics OR splittester.com
to find headlines that are statistically better
25. Best practices for building & testing
landing pages
Thursday, January 16th, 2014
