May 08, 2012

Scientific Split–Testing on Google Adwords gets a 30 day time–limit.

Writing about web page http://searchenginewatch.com/article/2171802/How-to-Handle-the-AdWords-Ad-Rotation-Changes

Many student projects at WMG have used Google Adwords as a methodology to scientifically split-test marketing ideas
split testing with automatic keyword insertionProjects have used Adwords to:
  • Verify that people are looking for keyword terms.
    This can predict demand based on natural or seasonal changes.
  • Test different offers and sales copy.
  • Test market new brands and online domain names.
    This saved a local company thousands on rebranding.
  • Split test titles for books and multimedia releases.
  • Verify interest in products and services before spending your
    development budget.
    A project confirmed the demand for high temperature paints was used to get funding for the development of safer paint formulations.

The split-testing of domains has been more difficult for some years but we found a way around it.

The example, above right, shows a split test using ‘optimised bidding’ where the failing Ad is already being shown less frequently. This is using automatic keyword insertion and proves that some Greek keywords could do better split in their own Ad groups.

rotate adwords scoientifically

Google has just announced now that the ‘Rotate Ads Evenly’, pure scientific rotation option will revert to optimise after 30 days.
This has just made life more difficult especially for low-volume or niche markets.

One alternative is to set up Adwords Experiments as these can be set to run for 90 days. For more on experiments and other ways to respond follow this link to the Search Engine Watch site.


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