We recently ran a test with one of our clients (thanks Melinda for letting us share the ‘cleansed’ data).   In order to set the stage, our client decided to run a free trial offer versus sending users directly to the “buy now” page.  As you can guess, our click thru rates went up dramatically – about double.  The key is to see how these will convert when the free trial expires.   But, let’s put the business model aside for now and talk about what impact it has for our campaign.  We replicated certain competitor terms as well as a select list of head and tail terms to run them with the new  creative and landing page pathway.  I like to let the data show the story – so here it is:

These results are dramatic – the changes happened almost immediately.  Note that we had to ‘crank’ the bids when we first went live to get re-indexed, but once we did, you can see that for many terms, Google shut us down.  Now, we can play….  Note that not only did our click thru rate increase, but also our landing page indexing (as our bounce back rates dropped dramatically). 

So, if we can get the business model to work, we can now scale more so than before due to the opening up of significant volume terms, and these terms now become cheaper.

Andrew Coleman

Co-Founder