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Client wants to test landing pages, but not enough data

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

I have a client who is very serious about testing ad copy and landing pages. Unfortunately, it's not a simple case of looking at leads/conversions in AdWords. They are looking at leads that are further qualified with a follow-up phone call (by in house sales) and using that as their KPI to make decisions about copy/landing pages. They also don't have a large budget and therefore don't end up with a tremendous amount of "qualified leads" for each ad group. They recognize this is an issue, but still want statistically sound results to confidently declare winners. They have asked if there are tests that can instead be applied to multiple ad groups (in an effort to lump some conversion data together), and I'm pretty much at a loss for what to suggest. What have you done when you are testing ad copy/landing pages but don't want to wait 6 mos to a year to generate enough data? Many thanks for your thoughts and feedback!!

2 Expert replyverified_user

Re: Client wants to test landing pages, but not enough data

[ Edited ]
Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hi Lisa,

From what I understand from your concern is that, you want to run the tests on ad copies/landing pages to check the quality of the leads generated by the different ad copies/landing pages.

Firstly, while testing in adwords, it’s better you test one parameter only ie either landing page or ad copies. If you run test on both with combination, you won’t come to know which ad copy or landing page performed better.

I have run similar campaigns where client wanted to test which landing pages performed better and wanted to even check which placements, keywords drove qualified leads.

In this case, if you want to run the landing page test, you can duplicate the ad group in campaign and change “only” landing page in the duplicated/variation ad group.

And run the campaign experiment. In an experiment setup you can set 50%-50% traffic allocation. The fastest way to collect results is a 50-50 split. You can refer to adwords experiment setup guide here https://support.google.com/adwords/answer/2375383?hl=en&ref_topic=3123045
 

Secondly, you can assign UTM parameters to landing pages with different parameters like utm_campaign, utm_source, utm_medium. And if possible, if client can technically save this entire landing page url against their lead in their database, they will be able to check from which page lead came in and from which campaigns, ad copies etc. Even there are some other dynamic parameters you can assign to url to further investigate the information like keywords, placements etc. You can refer this guide for it - https://support.google.com/adwords/answer/2375447?hl=en

So landing page urls may look like this

Control ad group landing page url - http://www.example.com/test1.html?utm_source=XXX&utm_content=XX&utm_campaign=XXX

Variation ad group landing page url - http://www.example.com/test2.html?utm_source=XXX&utm_content=XX&utm_campaign=XXX

You can further append the dynamic parameters if you want.

Also you need to make sure, control ad group is set to “Control only” and variation ad group is set to “Experiment only”.

If you use auto tagging it won’t be possible for client system to read all the parameters for each lead received though the information is available in google analytics.

Hope this helps.

Cheers.

Re: Client wants to test landing pages, but not enough data

Top Contributor
# 3
Top Contributor

Hi there;

>>>" They also don't have a large budget and therefore don't end up with a tremendous amount of "qualified leads" for each ad group. They recognize this is an issue, but still want statistically sound results to confidently declare winners"

 

 

You'll have to get enough statistics. Without that, any conclusion reached, is an estimate and not a "winner".

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Client wants to test landing pages, but not enough data

Top Contributor
# 4
Top Contributor
Hi Lisa D,

Try this statistical significance test page. If you have a high conversion rate, you don't need as many impressions/clicks/conversions to get a significant answer.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords