August 27, 2010

True Conversion Rates of over 50% from Google Adwords?

Writing about web page http://ppcpromotion.co.uk/adwords-roi

High conversion rates are easy to set up on Google. Just set an easy conversion goal such as a page view. Similarly, many opt-in and order-collecting forms can be optimised to convert better by reducing the number of mandatory fields.

The screenshot below was taken from a campaign that only had one goal, “quote requested”. The quote form had 8 required fields including postcode, phone number as well as email address & name!

Real Adwords Conversion Rates

Yes, even with 8 fields to fill in, this Campaign has been returning average conversion rates of 30%. The 2 best Ad Groups have constantly achieved conversion rates of over 50%. This data was taken in August 2010 so far and actually the best group has been pushing 70% conversion rates recently.

Some individual keywords are producing conversion rates at over 80% for Google’s statistically meaningful 20 conversions. Thirty is the minimum sample for true normal distribution but I will not argue with the Google Acadamy on conversion stats. I have been optimising to the ‘cost per conversion’ metric but you have to understand the returns too. The client believes they get better business from the top Ad Group, above, so are happier to bid higher for this one.


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