We've analysed PPC data and conversions for two of our clients and put the results in a Slideshare for others to view. Parameters tested were; the impact of A/B testing and the impact of splitting Ad Groups.

1. www.vis-e-bility.com

2. An A/B Test
is
Where To Invest
www.vis-e-bility.com

3. Why?
Because It…
www.vis-e-bility.com

4. Gets Conversions
Before After
Clicks that Bounced 94% 60%
Click Through Rate 1.29% 3.06%
Clicks 15 19
Visits that go to Contact Page 0 4
Conversions 0 1
Time on Site 0 mins 02 secs 1 min 58 secs
Pages per Visit 1.12 3.01
Spend £32.67 £51.44
*All data is taken from PPC traffic in a 1 month period
*A conversion is counted as a contact form submission
www.vis-e-bility.com

5. www.vis-e-bility.com
A/B testing for this site resulted in changes in the primary navigation to
make the contact form more visible. Minor changes to the amount of
content were also made on two of the converting pages targeted with
PPC.
Additionally, PPC visitors now regularly break the 15 minute mark when
browsing onsite.
Continued

6. An Adgroup Split
is
A Converted Click
www.vis-e-bility.com

7. Why?
Because It…
www.vis-e-bility.com

8. Doubles Those Conversions
*Sample dates taken for comparison over a one month period before and after splitting
*Number of leads before split is partially anecdotal and taken from website owner
Before After
No. of Adgroups 1 5
Click Through Rate 0.99% 1.55%
Clicks 224 124
Spend £361.32 £394.64
Leads 3 6
www.vis-e-bility.com

9. www.vis-e-bility.com
We do not have the exact number of leads prior to Adgroups splitting for
this client due to late implementation of conversion tracking, however they
have observed a marked increase in leads and tracked 6 in the month
tested which they cited as approximately double.
Additionally, ad performance, individual keyword CTRs and site
engagement metrics have also improved.
Continued

10. The
End.
www.vis-e-bility.com