Ad Testing- Research and Findings - SES Chicago 2006
Filed Under (SES Chicago 2006, the PPC Book) by Jeff Hudson on 05-12-2006
Anton Konikoff starts the session off with a couple jokes about being Russian and how no one will eat sushi with him anymore. I estimate from the crowd response that about 5% of the people understood the reference. I thought is was funny.
Mendez then comes back on (the guy with the charts) and shows some great tests performed for clients. While the client information was protected, you could clearly see how the tests were set up and what the results were. Good stuff.
Gord Hotchkiss closed with some cool eye tracking studies. Overriding message that I interpreted:
1. What people say they look at and what they really look at are 2 different things entirely.
2. People are absolutely looking at the top paid search results, as long as they are top left. Meaning, 1 or 2 in google, or 1-4 in Yahoo.
Good session overall.
