Was the Boron Letters blog post and its ads successful? How could it be improved?
Goal: 1+ Leads from the blog post during the period the ads ran
Result:
Search ad – 0 Leads
Display ad – 1 Lead
It seems weird since the display ad only got 84 clicks as opposed to 686 for search, but you don’t argue with results (See below)
Search Ad vs. Display Ad Results Comparison
Parameter | Display | Search |
Dates | 07-11 (Jul 24) | 04-11 (Oct 24) |
Clicks | 84 | 686 |
Impressions | 1,666 | 18,601 |
CTR | 5.04% | 3.69% |
Average CPC | ₪0.27 | ₪0.05 |
Leads | 1 | 0 |
Are Display Ads Better?
The post is the same one here so the difference is only in the ads, and it seems that display is overperforming search big time. Or was it just a coincidence? I guess there’s 1 way to find out. Launch the two kinds of ads in the next content piece too (LMW).
Why Previous Search ads got more leads?
Previous ads got more than 0 leads, there could be two causes.
1. A difference in the ads
2. A difference in the content(blog post)
Lets start with checking the first. Below is a comparison of the results of the previous content piece and TBL.
TBL search vs. HTWAGA search
Parameter | HTWAGA | TBL |
Dates | 06-13 (Feb 24) | 04-11 (Oct 24) |
Clicks | 627 | 686 |
Impressions | 5,744 | 18,601 |
CTR | 10.92% | 3.69% |
Average CPC | ₪0.06 | ₪0.05 |
Leads | 1 | 0 |
It seems the ads performed more or less the same (0.06 vs. 0.05 CPC)
Which means, probably the content itself was the reason, nonetheless lets first see whether the inputs of the ads were different, just to make sure.
HTWAGA vs TBL Ad Inputs (Not Results) Comparison
HTWAGA | TBL | |
Keywords Targeted | 37 Keywords | 38 Keywords |
Custom Display Path/URL | 0 Custom URLs | 2 Custom URLs |
Headlines Variations(Rotation) | 7 Headlines | 7 Headlines |
Description Variations(Rotation) | 4 Descriptions | 4 Descriptions |
Google Ads Unfulfilled Suggestions | 2 Not met suggestions (And 2 halfs) | 1 Not met suggestions (2 halfs and 1 fully met) |
Yep, the ad’s inputs seem to be very similar too indeed, let’s remember that Boron Letters got 0 leads and HTWAGA 1 Lead, and see what could be the reason, here are some characteristics of the post I thought might be relevant.
TBL vs HTWAGA Blog Post Comparison
Parameter | Boron Letters | HTWAGA |
Length | 2040 | 1977 |
Video Embeds | 3 | 6 |
Amount of Exercises | 10 | 5 |
Images | 5 | 5 |
Fillable Fields After Exercises | No | Yes |
Lead Magnet | Inline Workbook | Inline Workbook |
After looking at the characteristics above, the only idea that comes to my mind as to why HTWAGA got 1 lead while TBL none from the same ad type is the amount of exercises.
Was TBL Too Long?
It is possible, that even though the overall length of the post was very similar in word count, people felt like it’s a lot wider because of the amount of the exercise, and so they didn’t read the whole post, lets test that assumption by seeing the page view duration for the periods the ads worked
What Google Analytics Revealed
It Seems That It Had Too Many Exercises
After checking in google analytics it seems we might have hit the bull’s eye. The average engagement time per user for the period the ads ran are 19s for TBL and 55s for HTWAGA. People probably felt overwhelmed when they saw 10 exercises.
here are the screenshots of the average engagement time in analytics.
Another Possible Reason - Attention Grabbing Airplane
Although the “attention grabbing” airplane might have also been the cause for bounces (the opening video), which instead of telling the reason for the reader to stay, made it unclear, wasting precious moments and losing viewers, which then reduces the average view count.
Lets Start By Testing The First
The former seems to make more sense to me, in any case, we’re only going to test one thing at a time, so I’ll start with the amount of exercises.
I guess we’ll see if I’m right in the next blog post… Since it is already done and my software indicates it is under a 1000 words. Shorter than both of the above, and it has only 4 main actions.
2 Conclusions and Planned Actions
1. Display ads might be more productive than Search ads. To test this assumption all that is needed is to launch both types with very similar settings once more in the next content piece.
2. TBL had lower engagement time than HTWAGA and got one lead less, which leads me to assume people got overwhelmed and left the post before reaching the CTA. This assumption may be tested by making posts that contain 5 or less items instead of 10. (The next one has 4 so we’ll see about that assumption soon hopefully 🙂 )
4 Books That Impacted Me Greatly
Since I see that you’re desperately looking for ways to get knowledge and improve, here are 4 books I’ve read about 4-5 years ago and made a great impact on me about riches and human relations. When you finish reading them, I’m super curious to know how it went, so I’ll be extra grateful if you let me know at yan@improvementor.blog. Thanks 🙂 (Includes affiliate links which probably don’t work for 4 years already :P)
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