Analyzing Keyword Insertion and Ad Performance
Keyword insertion is a very important aspect of PPC campaigns. Keyword insertion’s its ability to increase click through rates has been proven time and time again but not many advertising professionals know just how much it can affect conversion rates.
A test was done recently using a subset of ad groups selling comparable products. They were populated with two versions of the same ad, one with keyword insertion in the headline and one without. After one month the data was bundled for each ad type and this was compared against each other for different time periods.
The results of this test show that the keyword insertion ads outperformed the regular ads on click through rate by 13% over a month. On the other hand the regular ads dominated the keyword insertion ads on conversion rate of 19% over a month.
This shows that the regular ads had less clicks but the clicks were of higher quality. The keyword insertion ads brought in more traffic but the traffic was lower quality.
You do not have to take down all of your keyword insertion headlines after reading this because different businesses will see different results. What you should do it to run a similar test to see how keyword insertion may affect your campaigns.
Be sure to run the test for a long enough period of time so that your stats are accurate. Once you have the results at hand, be sure to make the necessary adjustments.
——————————————————————————————————————
SEO | Lead Generation | Online Advertising | Social Media | Mobile Marketing
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
