Text Ad Zoom
Text Ad Zoom allows you to see inside text ad performance to make statistically significant changes to paid search ads.
Writing profitable paid search ads is an art. Optimizing paid search ads, however, is a science that requires disciplined testing and statistical analysis. Many paid search advertisers are intimidated by the math required to make analyze text ad performance. As result, campaigns are often changed based on chance or random data, leading to less-than-optimal performance.
Text Ad Zoom transforms text ad testing by allowing users to see inside text ad performance. Text Ad Zoom automatically highlights the best performing text ad in an ad group and determines whether ad test results are statistically significant.
Using Text Ad Zoom, you can check the statistical significance of your text ad test results based on either the CTR (click through rate) or the Conv Rate (conversion rate).
The ‘Significance’ column next to each ad reports on the statistical confidence in the significance of the results as comparison of the ad as compared to the winning ad. In other words, this column tells you if you can trust the CTR or Conv. Rate numbers.
There are three possible significance results:
- Yes – The results shown for the ad can be expected to continue. Statistically the confidence of these results is >95%. If the CTR/Conv Rate is significantly lower than the ‘Winner’ this ad can be safely paused.
- Maybe – The results shown for the ad probably will continue but is not assured. Statistically the confidence of these results is >90% and <95%. If the CTR/Conv Rate is significantly lower than the ‘Winner’ this ad can be safely paused.
- No – There is no conclusion that can be taken from the results the ad has delivered thus far. Statistically the confidence of these results is <90%. This ad needs to get more impressions and/or clicks before high confidence of performance can be reported.
Profit-per-Impression is the easiest way to compare performance of text ads in a test. It provides a blended view of the performance of a text ad in terms of both its click-through rate and its conversion rate.
In a test, some ads will get more impressions, others more clicks and some more profit. If you choose a winner based on just one of these metrics when measure a test, you could be choosing the wrong ad.
Profit-per-impression normalizes the results, making it easy to account for variations in ad serving and performance so you can choose the most profitable text ad and use other metrics to diagnose your test and plan future variations.
Full Text Ad Optimization
Text Ad Zoom is fully integrated into ClickEquations’ intelligent paid search platform. In Manager, the editing and optimization section of ClickEquations, you can add, pause, delete and modify text ads.
Changes made in ClickEquations are pushed live over the API instantly. There’s no need to sync; it happens seamlessly.