MEASURESUMMIT 2021

Surprising
Google Ads
test results
Walk true the unknown

#MeasureSummit2021 | @mvarga
 MEASURESUMMIT
2021

Miroslav
Varga
Martech specialist, Escape d.o.o.

● The only 5G GCT grandfather in the World

● So long in the industry that my job
description has changed 3 times (Online
marketing, PPC manager)
● Made a lot od mistakes for other people's
money

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 MEASURESUMMIT
2021

A short intro
What changed?

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2021

We!

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 MEASURESUMMIT
2021

We are always online

No matter of 5W We search for 5W

circumstances answers:
- where • Who

#MeasureSummit2021 | @mvarga
 MEASURESUMMIT
2021

We are always online

No matter of 5W We search for 5W

circumstances answers:
- where • Who
- when • What

#MeasureSummit2021 | @mvarga
 MEASURESUMMIT
2021

We are always online

No matter of 5W We search for 5W

circumstances answers:
- where • Who
- when • What
- why or • Where

#MeasureSummit2021 | @mvarga
 MEASURESUMMIT
2021

We are always online

No matter of 5W We search for 5W

circumstances answers:
- where • Who
- when • What
- why or • Where
- with whom • Why
#MeasureSummit2021 | @mvarga • HoW much
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2021

Countries and Borders became obsolete

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2021

We search for the best

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2021

Cheap and best swapped positions

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 MEASURESUMMIT
2021

We became mobile adicts

• We use our mobile devices every 6
to 10 min during the day
• We spend more time online then
sleeping
• Our lifes are paralel (80% of people
use their device while watching TV)
• We are 24h/day usually 1m away
from the internet
• We have hundreds of touchpoints
researching a product or service
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 MEASURESUMMIT
2021

Machines know us better than our family

A computer could more accurately predict the subject's personality* than:

● a work colleague by analysing just 10 Likes,

● a friend or a cohabitant (roommate) with 70 Likes,
● a family member (parent, sibling) with 150 Likes and
● a spouse with 300 Likes.
* Based on a sample of 86220 volunteers

LINK 1:
https://www.cam.ac.uk/research/news/computers-using-digital-footprints-are-better-judges-of-personality-than-friends-and-family
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 MEASURESUMMIT
2021

Google has 8 services with more than 1

mlrd MAU

1.Search
2.Youtube
3.Gmail
4.Drive
5.Chrome
6.Android
7.Play Store
8.Maps

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 MEASURESUMMIT
2021

Google collect data to serve

Ads

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 MEASURESUMMIT
2021

Humans are slow

[The human brain has] a maximum capability of less

than 50 bits per second.
Google’s Machine Learning algorithms *can*
analyze up to 70 million signals within 100
milliseconds.
Link 2: https://www.britannica.com/science/information-theory/Physiology

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 MEASURESUMMIT
2021

People have prejudices

Abraham Wald

‘ ... The damaged portions of returning planes show locations where they can
sustain damage and still return home; those hit in other places do not survive ...’
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2021

Knowing all this

…
Some testing ideas

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 MEASURESUMMIT
2021

Test the machine against the machine

Two identical campaigns tested during the same period with tCPA difference of 1:7 show interesting
outcomes

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 MEASURESUMMIT
2021

Drastic changes of tCPA gain more sales

When changing tCPA according to Google’s recommendation (10-15% weekly) sometimes has no change in
results.
When changing drasticaly tCPA (decreasing 4 times), the number of conversions can significantly increase!
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 MEASURESUMMIT
2021

Use the machine to test Humans

● Have you ever checked Google’s Cloud Natural Language processor to

calculate the sentiment score of your Ads?

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LINK 3: https://cloud.google.com/natural-language/
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2021

The sentiment comparison

3x
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2021

The result comparison

3,6x
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2021

What else to
test
More AI need more IA

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 MEASURESUMMIT
2021

Study this case

BONUS LINK:
http://significantobjects.com/ by Rob
Walker and Joshua Glenn

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 MEASURESUMMIT
2021

ROI 32x

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MEASURESUMMIT 2021

Contact:
miroslav@escapestudio.hr

Thank You.
www.facebook.com/miroslawarga
twitter.com/mvarga
@mvarga
http://www.linkedin.com/in/vargamiroslav

#MeasureSummit2021 | @mvarga