Google Conversion Optimizer Results

Well, it’s been awhile since I first looked at conversion optimizer. I thought I would give you a brief update on my thoughts, and a report with some actual data. For another take on this tool from Google, take a look at the discussion on PPC Discussions, or this post from blogation.

So How Did Conversion Optimizer Work?

For the campaign I used it on, it worked well. Remember as I wrote initially, this is a campaign that had not been optimized thoroughly, although I had added some campaign negative keywords. I suppose the best test of the tool will be to put it up against my manual optimization skills. Perhaps I’ll try the technique advocated by Rose Sylvia of deleting all broad match terms, or try some other quick, formulaic approach. I think using a technique that can be applied quickly like that would create a more fair comparison, since the time needed to set up Google’s Conversion Optimizer is minimal.

I’m still going to reserve final judgment until further testing is completed, but in this case, Google’s tool did a fantastic job. Here are my numbers from the seven day period before using conversion optimizer, and the seven day period after turning it on. I am not using the day that I switched it, and I made no other changes to the ads or the landing page.

Just take a look at the before numbers:

before-conversion-optimizer

 

 

 

 

 

So I was paying a little too much here. One of the ad groups is doing well, but the other is a little high on my conversion cost, and it’s the bigger one, of course. I decided I didn’t want to spend more than $70.00 per conversion, and that was what I ending up setting my Max CPA(Cost Per Acquisition) at. So how much did Google help me out?

after-conversion-optimizer

 

 

 

 

 

Final Analysis

Not too bad. In the end, we have:

  • 400 less clicks
  • 106936 less impressions
  • 22% higher CTR (click through rate)
  • 4 cents higher average CPC
  • $ 620.24 less spent. That represents $88.61 saved everyday.
  • Slightly higher average position
  • A little more than 42% lift in conversion rate
  • A 35% reduction in cost per conversion.
  • And even with less spend, we have 24 more conversions. That’s a little more than 3 extra sales every day.

So for this example, in this situation, Conversion Optimizer worked fairly well. It met my $70 CPA goal, and it saved me money while converting more traffic to sales. I can’t issue a blanket recommendation, but for anyone with unoptimized Adwords campaigns, or for the small business owner who needs to lower his or her cost per acquisition without paying for expensive software or consulting, Google Conversion Optimizer deserves a look.

4 Responses to “Google Conversion Optimizer Results”

  1. Dave Davis Says:

    Great article Zachary. I have not seen many case studies yet (None actually) on conversion optimizer. The big accounts with greater than 300 conversions are the accounts I cannot risk even a 7 day drop (That’ show thin our margins are!). Initial reports seem to be bad but your case study tells a different story.

    I think I’ll give it a try this week.
    Thanks for posting.

  2. Zachary Fox Says:

    Dave,

    I would try it. Especially on accounts that you haven’t had the time to really work on yet. I think for the PPC professional, this might end up being a good tool to use “in the meantime”. Say, when you first take over an account that has some history.

    One more thing to remember about my campaign, it is on the main keyphrases, so there’s probably lots of room for improvement there. Since Google won’t show you all the broad matches, it’s possible that they are doing nothing more than adding their own secret campaign negative words, and raising your CPC on your better converting terms.

    Again, since Google won’t tell us what all it does, I don’t think it’s an ultimate solution, just something that might come in handy in a pinch, or for non-professionals to use to get started with PPC.

  3. David from About Results Marketing Says:

    Thanks for the useful posts. Most people are wary about putting up their data. I’ll definitely be looking into Google Optimizer when I manage my PPC campaigns.

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