hero conf ppt - final - v3
TRANSCRIPT
Matthew Umbro | @Matt_Umbro
Senior Account Manager, Community & Founder of
PPCChat | Hanapin Marketing
ASSESSING THE IMPACT OF THE COUNTDOWN CUSTOMIZER ON USER BEHAVIOUR
AGENDA
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• THE CROWDED SEARCH REAL ESTATE
• AN OVERVIEW OF THE COUNTDOWN CUSTOMIZER
• COUNTDOWN CUSTOMIZER CASE STUDY
• NEXT STEPS
SEARCH REAL ESTATE
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• EXTENDED HEADLINE
• CALLOUT EXTENSION
• SITELINKS EXTENSION
• SELLER RATINGS EXTENSION
• LOCATION EXTENSION
• GOOGLE+ FOLLOWS
COUNTDOWN AD
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COUNTDOWN AD
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SHOPPING PROMOTION
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SETTING A COUNTDOWN
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WHAT IS THE COUNTDOWN CUSTOMIZER?
COUNTDOWN CUSTOMIZER
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• ENCOURAGES URGENCY
• TELLS SEARCHER TO ACT NOW
• BETTER PROMOTES YOUR OFFER
• ELICITS EYEBALLS
CASE STUDY
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CASE STUDY
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• 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
CASE STUDY
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CASE STUDY
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55,834
468,299
CLICKS
Countdown Non-Countdown
10.5% CLICKS FROM COUNTDOWN ADS
CASE STUDY
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Countdown Non-Countdown0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50% 4.05%
2.44%
CTR
CTR
NEARLY 2% POINTS BETTER
CASE STUDY
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Countdown Non-Countdown$0.00$1.00$2.00$3.00$4.00$5.00$6.00$7.00$8.00$9.00
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
$4.67
$8.4310.59%
6.04%
COST PER CONVERSION & CON-VERSION RATE
Cost per Con Con Rate
CASE STUDY
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• 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
CASE STUDY
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HOW DID PERFORMANCE DIFFER BY TIME LEFT?
CASE STUDY - PROMOTIONS
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3 Days 2 Days 1 Day Same Day0
100
200
300
400
500
600
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
248
437480
361
9.79%
11.60%10.60%
8.57%
CONVERSIONS & CONVERSION RATE BY COUNTDOWN PROMOTIONS
Conversions Con. Rate
CASE STUDY - EVENT
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21 - 30 Days
11 - 20 Days
4 - 10 Days
3 Days 2 Days 1 Day Same Day
0
20
40
60
80
100
0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%16.00%
66 72 76 93 69
82 57
12.42% 11.45% 11.64%10.92% 8.67%
10.07%
14.50%
CONVERSIONS & CONVERSION RATE BY COUNTDOWN EVENT
Conversions Con. Rate
CASE STUDY
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• 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
NEXT STEPS
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WHAT DOES THIS CASE STUDY MEAN FOR YOU?
NEXT STEPS – BRANCH OUT
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NEXT STEPS – TEST!
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• TIME UNTIL AN EVENT – COULD BE A WEBINAR!
• ONLY AVAILABLE FOR X TIME
• HIGHLIGHT AN ONGOING OFFER
• PROMOTE AWARENESS FOR NEW SERVICES OR PRODUCTS
