It’s fairly simple. You need four inputs for each ad, and you have to have some conversions for each. The inputs are:
The spreadsheet then creates an apples-to-apples comparison of the challenger by applying its CTR (Click Through Rate) and Conversion Rate to the impressions of the incumbent. In the example above, the incumbent kicked the crap out of the challenger. If the impressions were exactly the same – the cost per conversion for the challenger would be $206.24 versus $63.16 for the incumbent. The spreadsheet will tell you when if the comparison has reached statistical significance (it uses a basic Chi Squared formula).
If you’ve read this far, there should be an opportunity on the right side of this page to download our AdWords Performance improvement template.
You’ve also probably figured out the biggest hurdle for AdWords performance is tracking conversions. None of this works if you haven’t connected your AdWords account to your Google Analytics account and setup a conversion goal for your campaign. Remember, Google is in business to make money. They provide a great service, but if you want to focus only on pay per click without the ability to understand return on your advertising dollar – they’re happy to let you do it. When you adopt a conversion optimization approach to AdWords performance, suddenly cost per click is less important. If your conversions are high and your contribution margin is healthy, you can withstand pricey clicks – as long as your cost per conversion is better than breakeven.
Then, you just follow the instructions – if the “Impact of Change” is Red – replace the challenger with a new ad. If Green, replace the incumbent with a new ad. If Black – it’s too close to call – flip a coin and replace either the challenger or the incumbent.
That’s it! Now, if you downloaded our template – you have a better way to optimize Google Adwords performance.
Let us know if you have issues getting this done – as always you can reach out to us at firstname.lastname@example.org
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