During a split-testing process, I usually delete an ad with the worse performing CTR since the conversion rate usually isn't much better either. However, I've been wondering which ad to delete for this one. I've seen a fomular an advertiser used to determine which ad to delete but can't recall how. First ad % Served Clicks Impr. CTR Cost Conv. Rate Cost/Conv. 12.3% 496 6,233 7.95% $149.70 1.2% $24.95 Second ad 21.5% 706 10,843 6.51% $232.60 1.7% $19.39 Which one would you delete and why?
i saw u two plan is very good CTR! but if u only want keep one. i think u need think which ROI is better! thanks
When testing adverts, you should run them over the same period, with equal distribution. Has the advert with 21% of the traffic been running for longer than the other, or is it just being shown more often? If it's been running for longer, then you should only look at the time when both adverts were running. In general, the top advert will generate 795 clicks from 10,000 impressions, with 9.6 conversions. The bottom advert will generate 651 clicks from 10,000 impressions, with 11.1 conversions. So which is more profitable - 9.6 conversions at $25 each or 11.1 conversions at $19 each? If a conversion is worth more than -$16 (profit excluding advert cost), then you want to go with the $19 conversions. If it isn't, you should really look at your business...