AdProof PPC Ad Copy Testing Platform Aims To Speed Up Testing Through Crowdsourcing

AdProofAd copy testing is one of the foundation blocks of PPC campaign optimization. Yet, as any PPC manager knows, it can be laborious, time-intensive, money-consuming, or take eons to get enough data to make a call and move onto the next test.

Jonathan Nelson and Yuanyi Zhang developed and recently launched AdProof, a new “user testing” platform for running A/B ad copy tests, which harnesses crowdsourcing to help make ad copy testing faster and cheaper. Tests cost as little as $1.00 to receive results within one day. An extra $5.00 includes user feedback.

AdProof A:B Testing Software for Google AdWords and Bing Ads

Experiments start with a keyword. The system will show you the estimated number of impressions, cost-per-click and number of other advertisers competing for that keyword, and then auto-generates two test ads from the keyword you enter. You can make whatever edits to the ads you want, or use your own original copy. Choose your network (Google AdWords or Bing Ads), how quickly you want results back, and if you want user feedback, then hit go.

Ad placements are evenly rotated according to the predefined position — you can choose to run the test in the top or right-rail positions. The experiment results page shows you the average position of the ad during the experiment.

The system scales the number of testers for each experiment by crowdsourcing users, about 80 percent of whom are English speakers in the U.S. “This allows us to keep our pricing extremely cheap and provide fast results,” says Nelson. As far as total clicks per experiment, that also depends. Currently, the click algorithm closely follows the usability research from Jacob Nielsen, which holds that small testing numbers make for faster and better tests. However, the company says, in the near future, the total testers or “clicks” will be controlled 100% by the customer.

When I asked about statistical relevance and accuracy, Nelson replied, “We eat our own dog food here, and the user testing data is extremely accurate. Not to mention user feedback in the form of comments, which is something that was never available until now.”

When an advertiser launches an experiment, testers are prompted with a window that describes the keyword search and testing scenario. For example, the keyword might be [roofing tiles] and with a scenario of “You are looking to buy roofing tiles.” After the tester accepts the experiment, they are presented with either Google or Bing search results for the keyword query. The advertiser’s A and B variations are evenly distributed along with other relevant PPC ads for the keyword query. “This allows us to execute the experiment in the most natural way possible,” says Nelson.

Here’s a screenshot of what testers saw when AdProof ran an experiment for the Home Depot keyword [cordless drill batteries] recently. (Notice only one of the test ads uses the Homedepot.com display URL.):
AdProof Ad Test Demo
There are plans to allow advertisers to sync and publish their test winners directly to their Google AdWords and Bing Ads accounts, and allow advertisers to easily benchmark AdProof ads with real Google AdWords or Bing Ads click data.
The company says it will be releasing a fully featured API in the near future that will allow customers to create experiments with dynamic pricing, dynamic keyword insertion and more.

Related Topics: Channel: SEM | Google: AdWords | Microsoft: Bing Ads | SEM Tools: PPC

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • http://www.adproof.com/ Jonathan Nelson

    Thank you for the comment. We’re completely different, David. We don’t see BoostCTR or Trada as competitors at all. In fact, I just reached out to one of the founders at BoostCTR on LinkedIn because I think we could potentially work together. I see AdProof as being complimentary to these product offerings.

    We’re not focused on SEM professionals optimizing ad copy. We’re focused on helping users to quickly test their ads outside of Google AdWords and Bing Ads at a very affordable price. When you step onto the Google AdWords or Bing Ads marketplace you’re going to pay top dollar to optimize your ads. Why spend $2.00, $8.00 or even $14.00 per click when you can get similar data from 20 people for just a $1?

    AdProof is not focused on killing ad budgets with expensive CPC rates. That’s why our pricing is so low. We’re focused on getting the data you need to create the best ad at the lowest price possible.

    Where else can you get real user feedback and click data at such a low price?

    Jonathan Nelson
    Founder of AdProof.com

  • http://www.adproof.com/ Jonathan Nelson

    Thank you, Alen. We hope people will see the benefit of how much money can be saved by testing their ads before rolling them out to Google AdWords and Bing Ads and paying the big bucks.

    Jonathan Nelson
    Founder of AdProof.com

  • http://www.adproof.com/ Jonathan Nelson

    Great question, David. Yes. In fact, this was the biggest determining factor when creating AdProof. The results had to be similar to what I would experience on the ad network. Otherwise, what’s the point, right? We’ve taken experiments with high and low confidence levels and run them on Google AdWords and Bing Ads. The result? A high and low correlation, as expected.

    There’s always room for improvement. That’s why we’ve put such a strong emphasis on feedback. Feedback enables advertisers to gain a level of insight that was never so accessible.

    Over the past few weeks, we’ve published a number of industry specific case studies and have more on the way: https://adproof.com/case-studies

    Jonathan Nelson
    Founder of AdProof.com

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