mccardellwrite
  • Home
  • Recommended Tools
    • AWeber for Email Marketing
    • Keyword Hero
  • Articles
    • Free Marketing Ideas
    • What is Search Engine Optimization?
    • Search Engine Optimization Tips
    • Pay Per Click Tips
    • Press Release Benefits
    • LinkedIn for Job Seekers
    • Book Marketing
  • Contact
    • About Us
  • Blog

The  Blog  On  Business
​Communications  &  Marketing

Testing Cmas vs Xmas in Google Adwords

12/12/2016

0 Comments

 
I remember a teacher pointing out when I was just a kid that using "xmas" to stand for Christmas pretty much removed the whole point of Christmas. It removed "Christ." So when I shorten it, I've always had the habit of using "Cmas" instead. Makes a lot more sense to me.

So when I tried running some Google Adwords ads related to Christmas products, I wanted to use Cmas ... but knew that most people would probably better recognize Xmas. So I decided to try both and see which one got a better click through rate, or CTR.

I ran two ads that used Xmas in the headline, and two identical ads that used Cmas in the headline. Of course you cannot perfectly control all other variables in an outside setting like Google Adwords. The position of the ad is one such factor; the other ads or organic listings running nearby could also alter someone's actions; etc.

So to some degree, I have to consider this lack of control in the results, but I'll point out that the best performing ad in terms of CTR was only in the second best Average Position (4.8), and was nearly in the same position as two other ads (5.1). The worst performing ad Averaged a Position of 4.3. On that factor alone, you would expect it to have more visibility and therefore more clicks.

In fact I found what you might have predicted: Xmas performed 92% better than Cmas in terms of CTR (if you combine the two ads for Xmas and the two for Cmas). And this was verified as statistically significant through this handy calculator, which I recommend you use if you are running your own tests like this, lest you assume valid results too soon.

Picture

Now this isn't to say that Cmas wouldn't outperform Xmas in another setting, for a different audience or whatever. But this is just a simple Christmastime example of why it's important to run different ads in your campaigns and see where you get better results ... as long as you have enough search volume to legitimately test them.

One caution: remember that CTR isn't always your test subject. If I offer a "Free Science Fiction Book" in my ad, I might get a lot more clicks than if I tell people the book costs $12.95. But if the book does in fact cost $12.95, all the "free book" clicks (a high CTR) would be useless and a wasted investment; those clicking on the $12.95 ad (a low CTR) would be much more targeted to actually coughing up money for that book. In short, not a bad idea to weed out the wrong audience with your ad; save money on those clicks for a better audience!
0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Subscribe

    RSS Feed


    Archives

    May 2018
    January 2018
    March 2017
    February 2017
    December 2016
    September 2016
    April 2016
    March 2016
    October 2015
    September 2015
    August 2015
    July 2015
    April 2015
    March 2015
    January 2015
    December 2014
    November 2014
    July 2014
    July 2013
    June 2013
    May 2013
    December 2012
    September 2012
    August 2012
    July 2012
    June 2012
    April 2012
    March 2012
    February 2012
    January 2012
    December 2011
    November 2011

    View my profile on LinkedIn

    ARTICLES:

    Free Marketing Ideas

    Pay Per Click Tips

    Search Engine Optimization Tips

    Press Release Benefits
Business Writing Services based in Tampa, FL.
All written content is copyright © Steve McCardell, 2001-2023.
Terms of Use. Privacy Policy.
  • Home
  • Recommended Tools
    • AWeber for Email Marketing
    • Keyword Hero
  • Articles
    • Free Marketing Ideas
    • What is Search Engine Optimization?
    • Search Engine Optimization Tips
    • Pay Per Click Tips
    • Press Release Benefits
    • LinkedIn for Job Seekers
    • Book Marketing
  • Contact
    • About Us
  • Blog