Pattern #43: Long Ad Titles
Pattern Author: Ronny Kohavi - Technical Fellow and VP, Analysis and Experimentation @ Microsoft
Replace: Short Link Titles With Longer Ones Benefits
The idea is to move ad text to the title line to make it longer. The additional copy could be something specific about the offer, or a key benefit.
Ex: Any Action / Visit
Ex: Signups, Leads
Ex: Transactions, Upsells
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.