You’ve no doubt heard the expression “test and measure.”
And if you’re like most of our clients, you’re probably sick of hearing it!
Well, I wanted to share with you some proof (and the power) that this truthful expression can have on your business. I’m going to provide you with a little “behind the scenes” peek at an Adword Campaign we’re running for a client so you can see how this can dramatically impact your business.
By the way, I hope you understand that I cannot reveal his particular niche or product since we have a STRICT confidentiality policy with our clients. It’s actually a two-way street, since by working with us they get some insight into our proprietary methods as well.
An adword campaign example
Anyway, the numbers for the latest week are in. Here goes. We made one seemingly minor change to his existing ad. In the original, the benefit statement mentioned that the desired results were possible in 13 minutes.
Well, the ad was pulling real well, especially from the “content network,” but we decided to make the change from 13 to 19.
We changed just one number in his Adwords ad, and we were curious what would happen to response rates if we changed the number.
Well, brace yourself… because the results were profound.
On the content network the original ad had a 0.14% response rate. That’s for well over 480,000 impressions. Not a small number, to be sure. With the change we made to the ad, the response rate peaked to 0.41% based on over 80,000 impressions.
Now, I know what you’re thinking.
The test period is only looking at 1/6 the number of impressions, so perhaps the new response rates will dip down to the previous level. Ok, that may be the case. But I doubt it, and here’s why. Soon after we took over his Adwords campaign we were consistenly around 0.14% +/- 0.04%. So when I see response rates like this fairly consistent day in and day out (again, right around +/- 0.05% or so, well, that gets me going.
And check this out.
Why test and measure?
The response rates are triple what they were.
All from making ONE seemingly minor change.
This is definitely NOT insignificant, to be sure, because it translates to triple the amount of traffic for the same time period. So, for the first run of the ad the site received roughly 660 clicks per those 480,000 impressions.
And now, roughly 320 clicks (that’s about half) for 1/6 the impressions (80,000).
Quite simply, there’s power in tracking these numbers.
Now, that’s our passion, so I understand if it’s not necessarily yours. Fair enough. But if you think it’s not important, or necessary… well, excuse me if I beg to differ.
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