Help. Trying to find out the best combination of ads.

[theexcelcrowd]

Hi guys,

Been a lurker for long and often get to apply stuff from here via ExcelIsFun YouTube channel. First post here.

I have a worksheet which contains the daily online ad performance for 3 creative themes x 4 banner sizes created for each theme. For each possible combination of the theme and banner size (total 12), there is ad performance data such as ad clicks, click throughs, cost per click and total cost.

My task is to find out the best combination of theme and size.

So far, I'm thinking of:
1. Putting the data in a Pivot table (themes in rows, banner size in columns)
2. Introducing ad performance factors in the Values (1 at a time)
3. Copy/paste the pivot table so that I can create a rank+points system for each criterion.
4. Sum up the points to suggest the best combination.

There are drawbacks to this approach as if I create a matrix, I can either rank horizontally or vertically but not both at the same time.

Is there a better approach to this question???? Thanks for the help!

 

[etaf]

what do you get the better return for clicks or click through?

maybe some come of weighting points system

I assume your Ad click and click through is measured in your - cost per click

whats is important to you as a success measurement-
volume of clicks
cost per click

I would measure volume and cost per click and rank in a pivot table
maybe look at graphing a frequency graph and cost - so two scales
one on frequency and one for cost per click - also need to consider time scale maybe a paratio anaylis 80/20 rule
also make sure you pull out any seasonal variation for any of the ads so you dont mis interoperate the results

 

[theexcelcrowd]

Thanks for the suggestion, Etaf.

I also tried this and found that it makes it easier - converting the raw numbers into % of ad performance factors (impressions, clicks/cost per click etc) and then putting 'em into a 4x3 pivot...doing it this way makes it easy on the eyes, visually and provides a comparative assessment where a particular item can be tracked all the way (x% of total impressions / y% of clicks / z% of ad cost).