WHEN AD TESTING… DO YOU FOCUS ON CVR?COMPARE ADS BASED ON CTR?DO YOU CONSIDER QS?IS IT ABOUT CPA?IS THIS ALL A LOT OF BS?
CTR CAN = BAD TRAFFICCVR CAN = NOT ENOUGH TRAFFICQUALITY SCORE IS A STUPD METRICCPA CAN = TOO RESTRICTIVE
WHY DOES NOT MEASURING
IUC = SUCKING AT PPC??
100,000 PEOPLE SEARCH FOR GEN 1 Megatron
CTR FOCUSED COMPETITOR A CTR OF 3% & CVR OF 2%= 60 SALES
CVR FOCUSED COMPETITOR B CVR OF 3% & CTR OF 2%= 60 SALES
IUC FOCUSED YOU CVR OF 2.5% & CTR OF 2.5%= 62.5 SALES
SO WHAT IS THE
MAGIC FORMULA?
IMPRESSIONS / CONVERSIONS = IUC
COMPETITOR A - CTR100,000 IMPRESIONS / 60 CONVERSIONS = 1,666
COMPETITOR B – CVR 100,000 IMPRESIONS / 60 CONVERSIONS = 1,666
YOU - IUC100,000 IMPRESIONS / 62.5 CONVERSIONS = 1,600
WAYS IUC CAN GO BAD…
FAST
THINGS TO CONSIDER… REVENUE PER IMPRESSIONQUALITY SCORE ISN’T ALL THAT BAD, IS IT?LIMITED BUDGET MAY WANT CVR AS THE PRIMARY METRIC.
BONUS TIP
IUC, FO’ EVA’!Jeff AllenHanapin Marketing@JeffAllenUT
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