Thanks for the comment!

Google’s Adwords platform handles all the math. It compares the click-thru rate (CTR) for both ads, then calculates the difference. The new ad (the “challenger”) will result in a % change, either positive or negative.

While I don’t know the specific CTR in this case, let’s assume the control ad had a 1.56% CTR and the new ad had a 3.03% CTR. If this were the case, then the new ad would be a 94% improvement over the control.

So you can see that a 94% increase is a substantial improvement.

A site I like to use when calculating percentage increase is this one:

http://www.marshu.com/articles/calculate-percentage-increase-decrease-percent-calculator.php

Hope this helps!

Ryan

]]>Thanks for sharing these insights! I would love to hear a little more about the statistics and math involved in how you set up the test and picked a winner. Similar to what you might see over at the http://www.marketingexperiments.com/blog. Regardless, I look forward to your future posts.

Chad

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