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21 Actionable Search Ad Lessons Learned from Studying $2,500,000 in Ad Spend [Infographic]

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Studying your AdWords conversion funnel is important at all levels. Whether it’s the keywords you’re buying, the actual creative makeup of the ads, or the landing pages you’re directing traffic to.

However, despite which layer of the conversion funnel you’re analyzing, data is the most important factor, and two types of data can help you improve—datasets from your competition and data from your own funnels.

To help us better understand search ad creative that makes the biggest differences in performance, we’ve brought in Jason Puckett, CEO & Founder of AdBasis.

AdBasis is an A/B and multivariate testing platform for search, display, remarketing & mobile ads. Jason’s expertise resides in the ad testing arena.

Below, Jason introduces the report his company constructed using search ad data from 630M impressions, 1M individual ad variables, 250,000 ad creatives, and $2,500,000 worth of ad spend.

Jason Puckett on the AdBasis Search Ad Report

Ad testing is conducted for two main reasons: to optimize your ROI and to learn about your audience. Optimization is a relatively standard process, you can use technologies like iSpionage or AdBasis to improve your ROI over time and these upticks are easily quantifiable.

The second purpose of ad testing, “creative learning,” is a little bit more difficult to grasp.

Advertisers need a way to understand which ad creative actually drives performance for specific audiences. Within the AdBasis platform, we track the metadata associated with each ad variation being tested. Our team collected the creative performance data for over 250,000 search ads and came up with 21 interesting trends that advertisers can implement in their daily ad strategies.

Here’s an infographic that shows what we learned:


For more information about ad testing for search, display, remarketing or mobile app install, visit

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  • Very interesting about the www prefix, I really had no idea.

    • Ya, I never knew about that either.

    • jpuck

      It was definitely an interesting study to run! -Jason Puckett

  • Nashaat Quadri

    Interesting information! I had no idea that using “www.” as prefix and mentioning numbers in your paid ads can be game changers! Using command verbs and tempting words like “free” and “discount” can also make a huge difference. Here is a list of blogs you can go through to keep yourself updated on latest PPC practices.

  • Thank you for sharing this valuable information with us related to the search ad creative data…thank you for sharing…follow me at

  • Seo For Ranks

    Its a really Amazing Knowledge For ME

  • Can Eye

    I like the add www advice but as far as I can see Big G does not allow you to add it anymore to the display URL – Anyone know different?

  • This is a very amazing post… I’ll definitely be using these guidelines and looking forward to your other excellent works.