John Tackett

Paid Search Marketing: A/B split test produces 144% increase in total leads

Testing and optimizing elements of your PPC ad campaigns can significantly increase conversion when done strategically.

So, in today’s MarketingExperiments blog post, we’re going to look at how the MECLABS Research team used paid search keywords strategically placed on a landing page to achieve a 144% increase in total leads.

First, let’s take a quick look at the research notes on the experiment …

Background: Provides end-to-end market solutions for small and medium-sized businesses

Goal: Increase the email capture rate of an online form

Primary Research Question: Which page will obtain the most form submissions?

Approach: A/B split test

 

Control 

 

A problem the team identified in the control was the landing page utilized a general headline that did not reference the keyword used in the PPC ad.

 

Treatment  

 

For the treatment, the team hypothesized a simple integration of the keyword utilized in the PPC ad would make a deeper connection between the expectations created by the PPC ad and expectations for the landing page in the mind of a user.

Results

 

What you need to know

By strategically placing keywords from the PPC ad into the headline of the landing page, the treatment produced 144% more leads.

To learn more about how this experiment was part of a testing series that ultimately produced a compounded gain of 603%, and  for the three most important factors of PPC campaign optimization, you can watch the free Web clinic replay of “Converting PPC Traffic: How strategic keyword placement increased conversion 144%.”

 

Related Resources:

PPC Optimization: Tips from your peers on regional differences, Google Product Listing Ads, distracted visitors and offline conversion

Search Marketing: 46% more conversions from PPC ad test

How to Test Your Value Proposition Using a PPC Ad

A/B Testing: Learn about testing hypotheses from a 200% increase in chocolate consumption

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Categories: Paid Search Marketing (PPC) Tags: , , , , , , ,



  1. April 4th, 2013 at 04:24 | #1

    I really “hate” these cases. Makes me wonder how much money I am loosing every minute for not having the best possible converting website :o )

    Impressive results. Really!

    /Mikael

  2. April 5th, 2013 at 12:14 | #2

    A/B Split Test is one of the effective tools in for PPC Ads. It could certainly turn the sides in advertiser’s side. But we need to give some time for the A/B Split Test to succeed. Else all our money would be wasted.

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