{"id":23254,"date":"2024-01-17T16:05:51","date_gmt":"2024-01-17T10:35:51","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=23254"},"modified":"2024-01-17T16:05:52","modified_gmt":"2024-01-17T10:35:52","slug":"ppcchat-ppc-testing-in-2024","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-ppc-testing-in-2024\/","title":{"rendered":"PPCChat | PPC Testing in 2024 | 16th January 2024"},"content":{"rendered":"\n

During this week’s PPCChat session, host Julie F Bacchini <\/a>sought PPCers views on changes in PPC testing in the last few years, how they approach testing and what they test most frequently – keyword or audience targeting, ad copy, images, etc<\/p>\n\n\n\n\n\n\n\n

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Q1: How do you think testing in PPC has changed in the last few years? Does it differ by platform?<\/strong><\/h4>\n\n\n\n
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Google Ads: going from ETAs to RSA has changed a lot since everything is dynamic. @duanebrown<\/a><\/p>\n\n\n\n

Particularly in Google Ads, the ability to test ad copy has really been hampered with the switch to only RSAs. We can\u2019t test headlines directly against each other for example like we used to. @NeptuneMoon<\/a><\/p>\n\n\n\n

Isolating variables is really difficult now with so many all-in-one products. @JuliaVyse<\/a><\/p>\n\n\n\n

I also really miss the data that I used to be able to take FROM Google Ads and apply elsewhere. @NeptuneMoon<\/a><\/p>\n\n\n\n

Dynamic seems to be the name of the game in ad creative across most platforms now.And the reporting has become much more opaque. @robert_brady<\/a><\/p>\n\n\n\n

@NeptuneMoon<\/a> that’s so true! I used to test YT audiences in social, but everyone’s advice is broad broad broad, let the machine do it. @JuliaVyse<\/a><\/p>\n\n\n\n

Well @JuliaVyse<\/a> Google certainly wants us to just go broad and let the \u201cAI\u201d do the heavy lifting\/figure it out\u2026 @NeptuneMoon<\/a><\/p>\n\n\n\n

The platforms definitely don’t want practitioners going granular anymore. @robert_brady<\/a><\/p>\n\n\n\n

I think the rhetorical change from Google is really interesting as it’s gone from “you can do all the math yourselves!” to “math is REALLY hard.” And I think we’re still reeling from a few years ago when that change occurred and we couldn’t keep using high school stats to be at the forefront of data methodologies. @ferkungamaboobo<\/a><\/p>\n\n\n\n

@ferkungamaboobo<\/a> I think along with what you\u2019re saying we had the \u201cyou can\u2019t ever know what we know so don\u2019t even try\u201d @NeptuneMoon<\/a><\/p>\n\n\n\n

Maybe because I’m dealing with such tiny accounts, but the rhetoric I get is “alright, you’ve got how many variables running? no prob, can you show me the regressions you’re running?” @ferkungamaboobo<\/a><\/p>\n\n\n\n

And the answer is invariably “lol I don’t have time to do linear regressions, much less the multi-model regressions that are necessary to do the math” @ferkungamaboobo<\/a><\/p>\n\n\n\n

Well and all the platforms continue to act like accounts of all sizes perform the same, which is laughable. Account volume impacts performance much more now with all of the automation in play. @NeptuneMoon<\/a><\/p>\n\n\n\n

The platforms are also trying to capture any excess surplus from the auction environment. Savvy advertisers were always able to produce great returns because they were better than average inside the bidding system. As Google particularly moves to almost all Smart Bidding they can scoop more of that surplus by mixing in lower quality inventory to higher quality and keep everyone just barely at their targets (and theoretical break-even points) @robert_brady<\/a><\/p>\n\n\n\n

Like I remember when I ran a babymath analysis of copy – I found 48 variables then and I think I was only scratching the surface. Doing a single-tailed t-score was definitely not the right methodology. @ferkungamaboobo<\/a><\/p>\n\n\n\n

To say the least about experiment design. @ferkungamaboobo<\/a><\/p>\n\n\n\n

The singular biggest change has been the conversion from a demand capture platform to one where demand gen and demand capture blend. It’s a tectonic shift, and it’s in the best interest of growing the company. [Insert shareholder comment here. Advertisers have been forced to adapt accordingly.@teabeeshell<\/a><\/p>\n\n\n\n

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Q2: How are you approaching testing these days? Does it differ by platform?<\/strong><\/h4>\n\n\n\n
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it’s been really difficult, particularly with clients that don’t have in-platform conversions. Things change, or don’t work as expected, question mark. @JuliaVyse<\/a><\/p>\n\n\n\n

These days I am recommending a lot more testing on the post-click side of the equation. It has absolutely always been important (hello former web designer here!) but with all the automation levelling out the opportunities on the pre-click side of the equation, testing what will lead to more conversions and then using that in the ad copy is more where I\u2019m advising right now. @NeptuneMoon<\/a><\/p>\n\n\n\n

Great point @JuliaVyse<\/a> it is a lot harder to diagnose issues now that in yesteryear\u2026 @NeptuneMoon<\/a><\/p>\n\n\n\n

Ad copy gets harder to do. With Google\u2019s RSA, we try to use each ad to test a POV\/copy angle. Then all the copy in one ad talks about that POV\/copy angle. @duanebrown<\/a><\/p>\n\n\n\n

A big shift in my thinking has been away from statistical significance. I feel like I can do better work ignoring the math and pointing at big-picture results. We’re up 20% YOY in KPI1, 40% period-over-period in KPI2 etc. Small, incremental changes in intermediate metrics don’t matter as much and it’s better to discuss those real results. @ferkungamaboobo<\/a><\/p>\n\n\n\n

I think we are also now in an era where our testing is more directional than granular. And that is so weird! We have spent so many years leaning into all the data we had access to and all that is\/has shifted. @NeptuneMoon<\/a><\/p>\n\n\n\n

Isolating single variables is nearly impossible now. Testing has to be broader and more thematic but is still possible. Or, basically, what @NeptuneMoon<\/a> aid above. @robert_brady<\/a><\/p>\n\n\n\n

Agree with much of what’s been said here so far. For clients with large enough budgets (and sophistication), market holdout tests may be the answer. This is especially true as (most) platforms continue to obfuscate data in the name of “privacy” or “it doesn’t matter, trust us.” @teabeeshell<\/a><\/p>\n\n\n\n

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Q3: What do you test most frequently – keyword or audience targeting, ad copy, images, etc.?Are clients or stakeholders asking for any specific testing?<\/strong><\/h4>\n\n\n\n
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Lots of creative testing in terms of videos, and basically channel testing. Does this channel move the needle for recall, consideration, and in-store sales in a particular region? it’s a slower process and riskier in terms of overlap with existing channels. @JuliaVyse<\/a><\/p>\n\n\n\n

In Google Ads, ad copy is most tested. And I am providing more on competitive landscape and landing page experience. @NeptuneMoon<\/a><\/p>\n\n\n\n

Ad copy testing is still impactful. It’s the first place where you begin to differentiate yourself from competitors and set the tone\/terms of the future relationship. @robert_brady<\/a><\/p>\n\n\n\n

Agreed with Julia: strategic testing. Then UX on landing page – copy especially. Research shows that basic audience groups are less than 50% accurate – what real inferences are you getting from that. Keywords don’t really provide a null hypothesis. Ad copy frankly doesn’t move the needle enough – what’s .05% more CTR really getting you? @ferkungamaboobo<\/a><\/p>\n\n\n\n

And tbh that strategy can include a bunch of other things like keyword choice, like copy tack – but I think the “test one element only” was not a useful paradigm. @ferkungamaboobo<\/a><\/p>\n\n\n\n

@ferkungamaboobo<\/a> I think with ad copy, I like to test what resonates more, for sure. But what I really want to keep up with is how competitive are my client\u2019s ads relative to the other ads a searcher is likely to see. @NeptuneMoon<\/a><\/p>\n\n\n\n

Absolutely targeting first, creative 2nd. Since you can’t isolate individual creative elements, it makes little sense to spend time guessing what “works” on that front. Find audiences that deliver results within KPIs. Put forth quality creative. Flex with seasonality, updated assets, and to an extent, the audiences themselves. We’re far beyond the days of “Does this headline hit or miss ” @teabeeshell<\/a><\/p>\n\n\n\n

I also have been harping on YouTube. Clients need to get this platform in order to succeed (through Google Ads, organic video, building awareness, etc.) looking ahead. @teabeeshell<\/a><\/p>\n\n\n\n

In Google Ads I started testing a lot, some of tests that I always run are: @slobodanjelisavac<\/a><\/p>\n\n\n\n