Connect with us

SEO

Track your ad tests at scale with this advanced AdWords script

Published

on


Keeping track of when your ad tests have enough data to be concluded can be a real challenge when you may have dozens of different ad tests running within an account.

The most common way to split test revolves around labeling sets of ad copies “Ad copy 1” and “Ad copy 2” and using the dimensions tab to see the aggregate performance of each set of ads.

The problem here is that you have to check your dimensions tab regularly to see when a test has enough data to conclude.

It’s also easy to lose track of which labels are being tested against each other. You’ll sometimes find yourself wondering whether ad copy 50 is being tested against ad copy 49 or 51?

So the developers at my agency have built this script to allow you to see quickly a top line summary of all of the split tests that are running within your account.

It also allows you to quickly determine when an ad test has finished, even if you’re running hundreds of tests at a time.

Better still, it will notify you of the completion, so you can go into your account and create a new ad copy.

How the script works

The script works by users designing experiments within an input sheet on Google Sheets.

Here you tell the program when the test will start and which labels will be compared. For example, “Ad copy 1” and “Ad copy 2.”

The script will then pull the data for the labels that you have selected for that time range and will then show you how the ad test is performing as you will see below. This is pulled into an output sheet on the same Google Sheets document.

It will also run daily and email you once a test has enough data to conclude a test.

Setting up the script

To get the script to run, there are a few things that you need to do first:

  1. Go to this link here and create a copy of my experiments studio dashboard sheet.
  2. Paste the link to the dashboard into line 17 of the script.
  3. On line 20, select the metric which you want to split test by. This can take either CTR, CvR or CvR*.
  4. On line 23, select the statistical significance threshold that you want to test towards. This can take the following values (0.90, 0.95 or 0.99).
  5. On line 27, enter the currency that your account runs in (e.g., “£”)
  6. On line 31, enter the email address that you want to receive notifications daily to tell you which ad tests have finished.

Setting up the studio sheet

Once you have set up the script within Google Ads, you will need to configure the studio Google Sheet. Here is what you need to do to create a new experiment.

  1. Within the input tab give your experiment a name, for example “CTA test.”
  2. Set the start date for each experiment to the day that the experiment started on.
  3. In the compare labels column, select two labels that you want to compare with a comma between them (e.g. “label 1,label2”).
  4. Name the sheet that you want your tests to be displayed on. The script will then automatically generate these tabs.
  5. If you only want to include certain conversions you can use the custom conversions tab to select the conversions that you want to include.
  6. In the output template, you can select which metrics you want to either include or exclude. If you change these you will need to delete the tabs with the experiments in and then re-run the script within Google Ads.
  7. You should then set the script to run daily so it can work out when the test has been completed.

Script


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Wesley is managing director at Clicteq. He currently manages a $4M-plus Google Ads portfolio across a range of different sectors. He regularly writes in leading marketing publications such as Econsultancy and Campaign Magazine.

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

SEO

Google Search Console image search reporting bug June 5-7

Published

on


Google posted a notice that between the dates of June 5 through June 7, it was unable to capture data around image search traffic. This is just a reporting bug and did not impact actual search traffic, but the Search Console performance report may show drops in image search traffic in that date range.

The notice. The notice read, “June 5-7: Some image search statistics were not captured during this period due to an internal issue. Because of this, you may see a drop in your image search statistics during this period. The change did not affect user Search results, only the data reporting.”

How do I see this? If you login to Google Search Console, click into your performance report and then filter by clicking on the “search type” filter. You can then select image from the filters.

Here is a screen shot of this filter:

How To Filter By Image Traffic in Google Search Console

Why we should care. If your site gets a lot of Google Image search traffic, you may notice a dip in your traffic reporting within Google Search Console. You may have not noticed a similar dip in your other analytics tools. That being said, Google said this is only a reporting glitch within Google Search Console and did not impact your actual traffic to your web site.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

Continue Reading

SEO

Facebook Changes Reach of Comments in News Feed

Published

on


Facebook announced a change to it’s algorithms that will affect the reach of comments on a post. Comments that have specific quality signals will  be highly ranked. Low quality comment practices may result in less reach.

Comment Ranking in News Feeds

Facebook noted that not only are posts ranked in news feeds but comments are also ranked as well.

Posts with comments that have positive quality signals will be seen by more people. Posts with low quality signals will have their news feed reach reduced.

Facebook Comment-Quality Signals

Facebook noted that their updated comment algorithm has four features:

  1. Integrity signals
  2. User indicated preferences
  3. User interaction signals
  4. Moderation signals

Integrity Signals

Integrity Signals are a measure of authenticity. Comments that violate community standards or fall into engagement-bait are negative signals. Violations of community standards are said to be removed.

Engagement Bait

Facebook engagement bait is a practice that has four features:

1. React Baiting

Encouraging users to react to your post

2. Follow and Share Baiting

This is described as telling visitors to like, share or subscribe.

3. Comment Baiting

Encouraging users to comment with a letter or number are given as examples.

. Monetization Baiting

This is described as asking for “stars” in exchange for something else, which could include something trivial like “doing push ups.”

User Indicated Preferences

This is a reference to user polls that Facebook conducts in order to understand what users say they wish to see in comments.

User Interaction Signals

These are signals related to whether users interact with a post.

Moderation Signals

This is a reference to how users hide or delete comments made in their posts.

Here is how Facebook describes it:

“People can moderate the comments on their post by hiding, deleting, or engaging with comments.

Ranking is on by default for Pages and people with a a lot of followers, but Pages and people with a lot of followers can choose to turn off comment ranking.

People who don’t have as many followers will not have comment ranking turned on automatically since there are less comments overall, but any person can decide to enable comment ranking by going to their settings. (See more details here.) “

Facebook Targeting Low Quality Comments

One of the stated goals of this update is to hide low quality posts from people’s Facebook feeds and to promote high quality posts by people you might know.

This is how Facebook described it:

“To improve relevance and quality, we’ll start showing comments on public posts more prominently when:

  • The comments have interactions from the Page or person who originally posted; or
  • The comments or reactions are from friends of the person who posted.”

Read Facebook’s announcement here: Making Public Comments More Meaningful

Images by Shutterstock, Modified by Author

 



Continue Reading

SEO

Build your PPC campaigns with this mini campaign builder script for Google Ads

Published

on


Need to quickly build a campaign or add keywords to an existing one? This script will do the work for you!

All you need to do is input a few keywords and headlines in a spreadsheet and BAM! You’ve got yourself the beginnings of a great campaign.

I’m a firm believer in Single Keyword per Ad Group (SKAG) structure – it increases ad/keyword relevance and therefore improves quality score, makes CPCs cheaper, gets you a higher ad rank and a better CTR.

Sadly, building out SKAG structures is a pretty time-consuming endeavor. You can’t implement millions of keywords and ads without PPC tech powering your builds.

But if a client just needs a couple of new keywords after updating their site with new content, this script is a quick and easy solution.

And that’s exactly what I love about PPC. There’s a special place in my heart for simple scripts anyone can use to achieve tasks that are otherwise repetitive or near-impossible.

What does the script do?

This tool will save a lot of time with small-scale builds where you know exactly which keywords and ad copy you need, for example when you’re adding a few keywords to an existing campaign.

You input your campaign name, keywords, headlines, descriptions, paths and final URL, and it will output three tabs for you: one with keyword combinations, one with negatives, and ads to upload to Google Ads Editor.

It creates one exact and one broad match modifier campaign and creates a list of keywords as exact negatives in the broad campaign to make sure that search terms that match exactly will go through the exact keyword.

I’m sure you’re dying to give it a whirl, so let’s get cracking!

How do you use it?

Make a copy of this spreadsheet (note: you’ll need to authorize the script to run). You’ll find all the instructions there as a future reminder.

Once you’ve got the spreadsheet ready, input the following:

  • The campaign name
  • The campaign name delimiter to distinguish between broad and exact campaigns
  • Headline 1 (if this cell is not specified, then it will be the same as the keyword)
  • Headline 2
  • Optionally, headline 3
  • Description 1
  • Optionally, description 2
  • Optionally, path 1 and path 2
  • The final URL
  • The keywords (you can keep going outside of the box with these!)

You’ll see a handy character counter which will go red if you exceed the character limit. Bear in mind that this tool will assume that you’re using it correctly and so you’ll need to make sure that you’re staying within the limit!

You can also optionally create a second ad variant by choosing the part of your text you want to vary (e.g., headline 2 or description 2) and inputting the copy. Otherwise, just select “None” from the dropdown menu.

Once you’re done, click the gigantic “Go!” Button, and wait for the magic to happen.

It will generate three tabs labelled “Keywords,” “Negatives” and “Ads.” If you want to run the script again with different keywords, make sure you save these tabs elsewhere or rename them to prevent the script from overriding them.

Finally, you can paste these tabs into Editor and update all the relevant settings and adjustments. Job done!

DOWNLOAD: You’ll need to authorize the script to run after you make a copy of this spreadsheet.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Daniel Gilbert is the CEO at Brainlabs, the best paid media agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010.

Continue Reading

Trending

Copyright © 2019 Plolu.