Paid search was an important element in that campaign, and testing and optimization on different elements also proved to be important to its success. Ten years after kicking off the focus on SEM, 90% of leads at 911 Restoration can be directly attributed to its SEO and PPC strategy and tactics.
This MarketingExperiments Blog post features one paid search test at 911 Restoration on its PPC landing pages. The test involved dramatically reducing the amount of copy on the landing page to discover how that impacted conversion, cost per acquisition and AdWords quality score.
According to Miri Offir, Chief Marketing Officer, 911 Restoration, “The long copy was legacy content we inherited from the SEO team several months ago. After sending paid search clicks to these old long-copy pages for a few months, we decided to test shorter, more-focused copy against our long-copy control sites.”
She added, “We incorporated standard direct response, conversion-oriented copywriting heuristics to achieve this. Essentially, authoritative brevity was our goal because logically it followed that emergency oriented calls originated from users who did not want to read additional copy and instead only wanted a contact phone number.”
With the shorter landing page copy, the team expected an increase in leads generated due to a simplified user experience.