August 2016

A/B Testing and Why You Need It

Most often than not, for various reasons, marketers rely on the best practices shared all over the Internet for Conversion Rate Optimisation (CRO) and not doing tests themselves. While that’s okay and all; it’s still much better to have a first-hand data on what works, what doesn’t and what works better.

This is where A/B testing comes in.

A/B Testing and Why You Need It


A/B testing, sometimes called Split Testing, is a controlled experiment where two versions of a web page design, an ad or a newsletter are compared and tested for performance. This is a great testing tool for optimisation whether it’s for PPC text,call-to-action buttons, colour scheme, fonts, font size, UI, among others.

There are many A/B Testing tools out in the market ranging from free to paid versions with various features.


A/B Testing is done by comparing two or more variations of a page, ad, newsletter, etc. through an experiment to determine which variation performs better in terms of conversion goal.



  1. A/B testing reveals your user’s behaviour and reaction to your marketing. This enables you to change your layout, content or design according to how the users respond and eventually convert.
  2. A/B testing before undergoing redesigning saves you time and effort you could have allotted to optimising your conversion rate.
  3. A/B testing gives you actionable data from comparisons, test and collected data through continuous testing.
  4. Designing, redesigning and arranging the layout is better done with data-driven results from A/B testing instead of grasping at straws with guesswork.
  5. Doing the test yourself instead of following somebody else’s A/B Test results lets you tailor your marketing according to your brand, marketing needs and goals.

Connect with Walter Analytics if you’re keen to know more about A/B Testing and how it can improve your marketing efforts.

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Emerging Trends in Mobile Advertising

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important  mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising.



If you’re keen on expanding your current market or would like to reach out to a vast market, you have to connect to them where they currently are regarding device usage.

Ads on Wearables

Tablets and smartphones shouldn’t be the only devices to target advertising. With the introduction of wearables in the market, consumers were quick to hop on the trend. Constant innovation has led some brands to upgrade wearables with technology that is compatible to marketing but with considerable limitations due to privacy concerns.

While this can be considered a challenge at the moment, it’s good to keep a close eye on this trend in the future.

PPC on Content Marketing

In case you’ve been living under a rock, you should know how big mobile is right now. Now, couple that with content marketing and you’re on your way to paving your mobile path to purchase.

There are three kinds of online searches:

  1. Navigational
  2. Informational
  3. Transactional

Navigational and Transactional users are typically intent on having just one action in mind; wherein navigational consumers have a particular destination in mind and transactional consumers search for a specific product. Informational searches are those who are more likely to purchase after researching about the product. Most consumers nowadays are more inclined to belong to the Informational category.

Let’s also not discount the fact that mobile usage to access social media networks is regularly growing. And with a vast audience, B2B and B2C alike, using PPC to promote content on Social Media is also the next big thing.

Integrating retail/eCommerce with PPC Strategies

Imagine your target consumers walking past a shop with their mobile phones and they get notified of sales, promos or reminders linking to an app you have installed on your mobile.

With the iBeacon technology, advertisers and marketers can engage their audience using ads targeting their immediate needs.

Integrating Click-to-Call Ad Extensions

Of course, it’s only obvious to take advantage of a smartphone’s primary function which is to make/accept calls as another Mobile PPC optimisation. You can now use Ad Extensions to make conversions easier by allowing consumers to connect to you through calls directly from your ads.

Video Advertising

Encompassing a vast variety of platforms and channels, global reach of video advertising is expanding. This is especially true for mobile users. Video Advertising proves to be an excellent way to increase conversions if done right.

Connect with Walter Analytics if you’re keen to know more about these trends and how you can leverage them in your marketing.

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Why Mobile Users Matter in Display Advertising

Why Mobile Users Matter in Display Advertising

The rise of mobile users delivers both threat and opportunities to marketers, and it’s our mission to take advantage of the strong role that mobile plays in marketing.

Source: Flurry Mobile

Source: Flurry Mobile

Mobile has come a long way. We are in an age where mobile is the primary device of choice to an ever increasing market with a projected 58% increase of mobile use year over year.[1]  With the rise of mobile as a primary device, advertisers and marketers need to regularly adapt their strategy to meet the demands of the market.

To adapt to this evolving trend, we need to focus on the mobile users as they are the target of our advertising.


60% of online traffic. That’s how much mobile devices are used to search compared to the 50% share it had just a year ago.[2]  It is only logical to consider mobile when creating ads in order to reach out to this vast market.

Source: SmallBizTrends

Source: SmallBizTrends

Creating and optimising ads for a tiny space is daunting. What’s even more daunting is that it has to be further optimised for varied types of devices in terms of display. To make the most out of this, it is the task of every marketer to create a message that will engage the users.

There are various types of mobile display formats one can use and optimise to engage users. Here are some to name a few:

  • Mobile Web Banners
  • Mobile Text Links
  • Mobile Videos
  • In-App Ads
  • Mobile Rich Media Units


Did you know that the average number of annual Google searches amounts to 2 trillion? In the US alone, Google enjoys 89% of the mobile organic search market.[3] That’s a whole lot.

While users who prefer desktop still hold a considerable chunk in the market, you may think that PPC is not a good fit for your business. To determine if PPC is for you, ask yourself the following questions:

  • If I want to search for services similar or the same as those that I offer, would I use my mobile to do so?
  • Are the products or services I offer something that users can purchase outright using mobile?
  • Do I have Click-to-call ads in place?

There are obviously more to consider, but in the Mobile Path to Purchase, you should always consider the behaviour of your online market.

So what’s in store for mobile through the coming years? We can only guess and speculate. One thing is for sure, mobile popularity and usage is not slowing down.

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How to Take Advantage of the New Mobile Advertising Updates

How to Take Advantage of the New Mobile Advertising Updates

It’s official. Starting October 26, standard text ads will no longer be accepted. This news came out along with the updates Google rolled out on device bidding and responsive ads for native advertising as well as the introduction of Google Expanded Text Ads [ETAs] for all devices.

As of present time, standard ads can still run along with ETAs until the October 26. The time in between should serve sufficiently to test ads and make sure they are correctly using the right format.

Source: Google

Source: Google


Expanded text ads are updated versions of the standard AdWords text ads. As the name suggests, this new ad type format provides longer messaging in your ads with the following features:

  • Two Headlines

With this feature, advertisers can deliver more information and description on the ad copy.

  • Expanded Descriptions

This features an expanded limit of 80 characters in one description line.

  • Added Character

This feature enables the two headlines to have 30 characters which are more than the standard ads.

  • Customizable URL

This feature calculates the display URL from your landing page and path fields enabling the user to know where they will be redirected to when they click.


This new format is now available for both test and production accounts.


ETAs are now optimised to fit even the most popular of smartphones with a whole lot of new features to note of.

  • To take advantage of this new feature, here are some tips you should remember:
  • Bear in mind that the focal point of your ad is your headline. It is the prominent part of the texts in your ad.
  • Don’t forget to add in all the relevant information such as price and description in your ad.
  • Don’t forget your keywords!
  • Remember to test, test, and test multiple versions of your ETAs and evaluate the performance.
  • Don’t delete your standard text ads just yet! Don’t forget to incorporate what worked best in your standard text ads and test away!


As mentioned earlier, Google has now enabled advertisers to set their base bid adjustments for various devices such as tablets, mobiles and desktops. This function will let advertisers further separate their campaigns by device. It should also be noted that this functionality is available to Google’s Automated Bidding feature.

While Google is downplaying the function to bid manually according to the device to heavily promote on their automated bidding tools under Smart Bidding, we can expect a lot of testing and experimentation among advertisers.


  • Define and analyse your business goals and use them as a standard to set your bid adjustments.
  • Consider multichannel and multi-device attribution and use those values for different campaigns.
  • Use Smart Bidding and automate your bids
  • Use campaign-level adjustments


Along with the new features rolled out, Google announced that responsive display ads will now be auto-generated from the ad information provided by the advertisers. This feature will be available as an option under the +Ad drop-down in AdWords as soon as it’s available.

With this functionality, advertisers will only need to provide a headline, description, and image and a landing page URL and the ads will be served across multi-devices on the GDN.


  • Remember to promote your latest promotions in the headlines and descriptions.
  • Highlight your promotions in the description.

If you’re interested in learning more about Google’s new updates and how you can take advantage of them for your business, leave us a message or schedule a call.

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