How “Message Match” Can Lift Conversion Rates by 212.74% [Case Study]

Posted by bsmarketer

Google offered to build a free mobile website for our past client. But rather than take them up on that very generous offer, they hired us to rebuild it for them (at about $20,000+ times Google’s initial estimate).

Smart or dumb?

The problem is that shoving an outdated legacy design onto a smaller screen won’t fix your problems. In fact, it’ll only amplify them. Instead, the trick is to zoom back out to the big picture. Then it’s a fairly straightforward process of:

  1. Figuring out who your customers are
  2. What they want
  3. And how they want it

That way, you can align all of the critical variables (thereby making your “messages match”) in order to improve their experience. Which, if done correctly, should also improve your bottom line; in the end, our client saw a 69.39% cost per conversion decrease with a 212.74% conversion rate lift.

Here’s how you can do the same.

How AdWords pricing works

AdWords is an auction. Kinda, sorta.

It’s an auction-based system where (typically) the highest bidder receives the best positions on the page. But that’s not always the case. It’s possible for someone to rank in the coveted 1–2 positions above you and actually pay less per click than you. (Not to mention convert those people at a higher percentage once they hit your site — but we’ll leave that until later.)

Any marketer worth their salt knows what’s coming up next.

The Quality Score begins to dictate effective pricing. It’s not the end-all be-all PPC metric. But it’s a helpful gauge that lets you know if you’re on the right path to prosperity and profits — or not. It’s a blend of several factors, including the expected click-through rate, ad relevance, and landing page experience. Ad Rank is used in conjunction to determine position based on an ad’s performance. (That’s the 30-second explanation, anyway.)

Years ago, Larry Kim analyzed Quality Score in-depth to determine just what kind of impact it had on what you pay. You should read the full thing. But one of the key takeaways was this:

Note that if your Quality Score is below average, you’ll basically pay a penalty — up to 64% more per conversion than your average advertiser. In a nutshell, for every Quality Score point above the average 5/10 score, your CPA will drop by 16%, on average. Conversely, for every Quality Score point below the average of 5/10, your CPA will rise by 16%.

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