Hero Conf PPT - Final - V3
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This document discusses a case study analyzing the impact of countdown customizers in Google Ads. The study found that ads using a countdown customizer received a click-through rate that was nearly 2% higher than ads without a countdown. Countdown ads also had a conversion rate that was nearly double that of static ads and accounted for 17% of conversions while making up only 10.5% of clicks. Performance of countdown ads varied depending on the time left, with promotions performing best with 1-2 days left and events seeing higher conversion rates closer to the event date. The document recommends testing countdown customizers for other marketing initiatives like webinars or new product launches.
Hero Conf PPT - Final - V3
- 1. Matthew Umbro | @Matt_Umbro Senior Account Manager, Community & Founder of PPCChat | Hanapin Marketing ASSESSING THE IMPACT OF THE COUNTDOWN CUSTOMIZER ON USER BEHAVIOUR
- 2. AGENDA @Matt_Umbro THE CROWDED SEARCH REAL ESTATE AN OVERVIEW OF THE COUNTDOWN CUSTOMIZER COUNTDOWN CUSTOMIZER CASE STUDY NEXT STEPS
- 3. SEARCH REAL ESTATE @Matt_Umbro EXTENDED HEADLINE CALLOUT EXTENSION SITELINKS EXTENSION SELLER RATINGS EXTENSION LOCATION EXTENSION GOOGLE+ FOLLOWS
- 7. SETTING A COUNTDOWN @Matt_Umbro WHAT IS THE COUNTDOWN CUSTOMIZER?
- 8. COUNTDOWN CUSTOMIZER @Matt_Umbro ENCOURAGES URGENCY TELLS SEARCHER TO ACT NOW BETTER PROMOTES YOUR OFFER ELICITS EYEBALLS
- 10. CASE STUDY @Matt_Umbro ADS RAN FROM 11/1/14 3/24/15 PEAK SEASON BEGINS IN MID JANUARY COUNTDOWN WAS IN DESCRIPTION LINE 1 OF 98.43% OF IMPRESSIONS
- 12. CASE STUDY @Matt_Umbro 55,834 468,299 CLICKS Countdown Non-Countdown 10.5% CLICKS FROM COUNTDOWN ADS
- 13. CASE STUDY @Matt_Umbro 4.05% 2.44% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% Countdown Non-Countdown CTR CTR NEARLY 2% POINTS BETTER
- 14. CASE STUDY @Matt_Umbro $4.67 $8.4310.59% 6.04% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 Countdown Non-Countdown COST PER CONVERSION & CONVERSION RATE Cost per Con Con Rate
- 15. CASE STUDY @Matt_Umbro COUNTDOWN ADS HAD HIGHER CTR THAN STATIC ADS COUNTDOWN ADS ACCOUNTED FOR 17% OF CONVERSIONS WITH 10.5% OF THE CLICKS CON RATE OF COUNTDOWN ADS WAS NEARLY DOUBLE THAT OF STATIC ADS
- 16. CASE STUDY @Matt_Umbro HOW DID PERFORMANCE DIFFER BY TIME LEFT?
- 17. CASE STUDY - PROMOTIONS @Matt_Umbro 248 437 480 361 9.79% 11.60% 10.60% 8.57% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 0 100 200 300 400 500 600 3 Days 2 Days 1 Day Same Day CONVERSIONS & CONVERSION RATE BY COUNTDOWN PROMOTIONS Conversions Con. Rate
- 18. CASE STUDY - EVENT @Matt_Umbro 66 72 76 93 69 82 57 12.42% 11.45% 11.64% 10.92% 8.67% 10.07% 14.50% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 0 10 20 30 40 50 60 70 80 90 100 21 - 30 Days 11 - 20 Days 4 - 10 Days 3 Days 2 Days 1 Day Same Day CONVERSIONS & CONVERSION RATE BY COUNTDOWN EVENT Conversions Con. Rate
- 19. CASE STUDY @Matt_Umbro PROMOTION CONVERSIONS WERE AT THEIR HIGHEST WITH 1 2 DAYS LEFT EVENT CON RATE DECREASED WITH 1 3 DAYS LEFT, BUT PICKED UP ON END DAY FOR BOTH COUNTDOWN TYPES, ALMOST EVERY DAY SAW DOUBLE DIGIT CON RATES
- 20. NEXT STEPS @Matt_Umbro WHAT DOES THIS CASE STUDY MEAN FOR YOU?
- 21. NEXT STEPS BRANCH OUT @Matt_Umbro
- 22. NEXT STEPS TEST! @Matt_Umbro TIME UNTIL AN EVENT COULD BE A WEBINAR! ONLY AVAILABLE FOR X TIME HIGHLIGHT AN ONGOING OFFER PROMOTE AWARENESS FOR NEW SERVICES OR PRODUCTS