Testing takes strategy no matter the account size, but low and high volume accounts have different needs. Amalia Fowler and Aaron Levy discussed testing from both perspectives at SMX East.
In a session at SMX East on testing in paid search accounts, speakers Amalia Fowler, account director at Snaptech Marketing, and Aaron Levy, director of paid search at Elite SEM, approached the topic from two polar perspectives: low volume accounts and enterprise-scale accounts. The juxtaposition made for engaging discussion.
Amalia Fowler on testing in low volume accounts
In discussing testing risks and challenges for low conversion volume accounts, Fowler stressed the need to be extra selective and strategic about what you test. She provided a template for a “What if” testing ideas spreadsheet in which teams can collaborate to capture what has been tested in the past, those results and ideas for future tests.
“We need to consider, what would happen if [the test] failed? Is the business going to be okay? Will stakeholders be okay with failure?” said Fowler. Importantly, she added, “We need a hypothesis for every test. That’s the guiding force for the entire testing process.”
Particularly for low volume accounts, it may be necessary to test across multiple campaigns or ad groups. Fowler also said she sometimes lowers the statistical confidence level for a test from 95 percent to 90 percent. Google Ads’ draft and experiments confidence level is 95 percent, she noted. “Define your minimum necessary data. And prepare other people to wait for tests to complete when you have low volume accounts,” she advised.
No matter the account volume, however, Fowler said, “Don’t wait until something is broken to start testing. Be proactive rather than reactive.” For more tips, see the full presentation below. – Read more