Let’s get down to analyzing and IMPROVEMENTING HTWAGA.
Hope this inspires you to analyze and improve your posts too.
Main Goal: 1+ leads in each of the Video and Search ads, during the period they ran.
Results(Blog only. Video results in separate post):
Google PPC/Search Ad + Blog Post – 627 Clicks + 1 Lead – Hurraaaay!!! (Blog Forms Only)
Now lets see a few more illustrations and investigate what we could keep or improve in each case (Starting with the blog post and PPC analysis in this post and the video ads+content in the next).
PPC - Search Ad Observations
I only included direct forms of the blog post in the above count as Highlighted below.
This is because the others might have come from a different traffic source (Video Ad/Organic/Facebook Ad).
The date range is 6.02-13.02 because that’s when the ad ran.
There were also 3 “Unsubscribes”, but they subscribed earlier than 6.02.24, so it didn’t affect the lead count whatsoever. (See below)
HTWAGA | TAM | CR | |
Cost | 40.01₪ | 0.00₪ | 39.93₪ |
Impressions | 5,744 | 0 | 2,394 |
Interactions | 627 Clicks | 0 | 239 Clicks |
Interaction rate | 10.92% | - | 9.98% |
Average Cost | 0.06₪ | - | 0.17₪ |
Dates | 6 - 13 Feb 2024 | 15 - 22 Oct 2023 | 17 - 24 June 2023 |
What made this ad different?
What Made HTWAGA and CR Just "Work" (Not 0)
In the previous analysis of TAM I assumed the major reason it didn’t work was the difference in bidding strategy (“Maximise Clicks” in CR that worked vs. “Maximise Conversions” in TAM that didn’t work).
Apparently it seems I’ve hit the bullseye because this time the ad (HTWAGA) worked too. As you can see above.
Below are the differences in the 3 campaign settings
Why The HTWAGA Ad got x2.6 Clicks over CR for The Same Cost?
After some analysis of the ads here are the differences I’ve found:
HTWAGA | CR | |
Clicks | 627 | 239 |
Keywords Targeted | 37 Keywords | 10 Keywords |
Custom Display Path/URL | 0 Custom URLs | 2 Custom URLs |
Headlines Variations(Rotation) | 7 Headlines | 3 Headlines |
Description Variations(Rotation) | 4 Descriptions | 2 Descriptions |
Google Ads Unfulfilled Suggestions | 2 Not met suggestions | 4 Not met suggestions |
It seems that more variations of Headlines/Descriptions/Keywords provided more clicks.
Google PPC Search Ad Conclusion and Improvements
To apply in The Boron Letters ad:
1. Use the “Maximize Clicks” metric *No matter the CPC because both worked in the past
2. Include about 37 Keywords, 7 headlines and 4 descriptions.
These will further establish the effectiveness of the ads, after that I may try changing something else.
Once the ad finished its job of getting the highest amount of clicks for the lowest buck, in comes the content to convert the clicks into leads.
Content (Click to Lead) - Observations
The only two search ads that got any clicks are HTWAGA and CR. So here’s a comparison of how their posts converted Clicks to Leads.
The table below shows that CR’s blog post with its 2 PPC ads (one launched accidentally) did a better job than HTWAGA in producing leads. ( 1 out of 487 instead of 1 out of 627)
HTWAGA | CR 1 | CR 2 | |
Cost | 40.01₪ | 39.93₪ | 39.93₪ |
Impressions | 5,744 | 2,394 | 1,381 |
Interactions | 627 Clicks | 239 Clicks | 148 Clicks |
Interaction rate | 10.92% | 9.98% | 10.72% |
Average Cost | 0.06₪ | 0.17₪ | 0.27₪ |
Dates | 6-13 Feb 2024 | 17-24 June 2023 | 17-24 June 2023 |
Leads | 1 | 1(CR 1+2) | 1(CR 1+2) |
What could be the reason? (Differences)
1. Content length:
HTWAGA is 1656 words long while CR is 898 words.
2.CTA Type:
CR’s CTA is 5 Common Marketing Mistakes
While HTWAGA’s – A Fillable Workbook
Blog Post Conclusions and Improvements
Test Now: <1000 Words Vs 1500< Words
To isolate results, lets start with two ads to test just content length.
1. The TAM ad(if it works as discussed in PPC conclusions) – The content of which has 1843 words
2. The TBL ad with a 1693 words long blog post.
Then, in the post after TBL I´ll write only 3 conclusions/steps/points or so (under 1,000 words) and compare which gets more views to leads ratio, short posts(Under 1000) or longer posts(Above 1500).
Test Later: Inline Vs. Button CTA
In-line forms get a helluva lot more views in comparison to “click-button” forms and subsequently (most probably) a better read – to – lead conversion rate. Say the conclusions of TAM analysis.
For this reason I’ll go with In-line until proven otherwise(May do A/B test with the content itself, just replacing the CTA)
Test Later: 5 Mistakes Vs. Workbook
In the analysis of TAM I decided to go with my gut and use a workbook as a CTA for HTWAGA instead of “5 Common Mistakes”.
Because TAM got a significantly higher CTR in its video ad than RCLB’s which I believe was due to its emphasizing the workbook in its thumbnail. I would like to reinforce this conclusion by an A/B test in a later content piece.
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