Free Position Sensitive A/B Split Tester
This is a position sensitive A/B Split Tester. It is designed for measuring the CTR performance of two competing PPC ads. Conventional Split Testing Tools are inaccurate and distort the results as possibly differing positions are not taken into account. The following example shows the difference:
Assume you have one ad that has been running a very long time. On average this ad was displayed on the fifth position. Now you make changes to your campaign. You write a new ad for the same ad group and you rise the CPCs of your Keywords. After one week you want to compare the performance of the new ad with the older one.
Ad A : 1 million impressions, 30K clicks, 3% CTR, average position 5.
Ad B (new ad): 10K impressions, 350 clicks, 3,5% CTR, average position 1.
So you put this data into a conventional split tester, that does not consider the ads’ positions. The result is:
You are approximately 99% confident that Ad A performes worse than Ad B.
Our tool gives you a completely different result:
Ad A performs better than Ad B with a probability of 89.54%.
It is necessary to take positions into account, because the CTR of an ad is stongly dependent on the position the ad is displayed on. In general CTRs grow exponentially with higher (better) positions. We used a large data set about average CTRs on different positions in order to include the position effect in our split tester.
ACKNOWLEDGMENT: We would like to thank Johannes Reeder, research associate at the chair of Theoretical Economics (University of Regensburg), for his thoughtful input and support.
HOW TO USE: Go to the “Reports”-Tab in your Adwords Account and select the “Ad Performance” report. Check the box “Average Position”. Download the report as eg. csv and sort your sheet by “Ad Group”. Copy and paste the respective values of competing ads (within one ad group) to the Split Tester to compare the performance of your ads. We recommend not to make any decisions until our tool gives you a propability of at least 95% that one ad performs better than unother. If you do not want to consider positions you can leave the field “avg position” empty.
cforms contact form by delicious:days
