Adwords

EID 03 – Add new keywords to your adwords account

Hypothesis

If this experiment is successful, I predict:

  • Our google ad conversions will increase by 15% because we have found some really good cost effective exact and phrase match keywords from search terms developed by broad or modified keywords

Experiment Design

  1. Filter broad keywords and go to their search terms
  2. Filter further by the ones which are giving high CTR and conversions
  3. Start adding them to the new ad group (either phrase or exact)
  4. Change the ad text on this new ad group to enhance the quality score
  5. See if bids are high enough to ensure a strong >80% Search Impression Share

Resource Estimation and Probability

Marketing Design Engineering Probability
0.25 Day 0 Day 0 Days High


Results

When Impressions Clicks Conversions
Before 44123 16300 1170
After 51615 18330 1560

Learnings

  • Finding new keywords to target in a cost effective way by utilizing this experiment is a great way to continually increase the scale of the account

Action Items

  • Ensure you get higher Search share by playing around with bids or increasing budget
  • Make this a workout that is repeated every week or every 15 days
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EID 04 – Increase clicks by pushing bids on low ad ranked keywords

Hypothesis

If this experiment is successful, I predict:

  • Clicks to the website from adwords will increase by 25%

Experiment Design

  1. Filter keywords which are not garnering impressions due to low ad rank and where CPC < First Page Bid
  2. Add columns (Est Addition Clicks/Week [+50% Bid]) and (Est Additional Cost/Week [+50% Bid]) and sort descending based on Est Addition Clicks/Week [+50% Bid]
  3. Do the maths as indicated above, and see if it makes sense to bid higher and if yes, then by how much

 

Resource Estimation and Probability

Marketing Design Engineering Probability
0.25 Day 0 Day 0 Days High


Results

Metrics Before After
Clicks/Week 50 250
Est. Addition Clicks/Week (+50% Bid) 200 0
Est. Additional Cost/Week (+50% Bid) $125 0
Click Conversion Rate 6% 8%
Conversions/Week 3 20
CPC (50% increase in bid doesn’t translate to an equal increase in CPC) $0.5 $0.6
Cost/Week $25 $150
Cost/Conversion $8.3 $7.5

Learnings

  • We spent $125 extra and got 17 extra conversions
    • Increasing conversions by 600%
    • Reducing Cost/Conversion by 11%

Action Items

  • Try to repeat this exercise once in a while, maybe once in two months. It’s not a guaranteed way of getting better results however worth a try..
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