Wednesday 18 August 2010 | 16:47
Back in June, we announced the Conversion Champion Challenge to help motivate you get your conversion rates in shape for summer. Many of you embraced the challenge - with stronger ROI to show for it! However, one advertiser stood out among the rest as the true Conversion Champion.
We are delighted to invite our Champion, Hüseyin Tanrıöven from the Wall Street Institute in Turkey, to our super cool offices in Zurich, Switzerland to meet our Conversion Specialist team for a full usability assessment of their website with recommendations to further improve their conversion rate.
Wall Street Institute (WSI) is the world’s largest English language school with 430 centres in 29 countries. The Wall Street Institute opened operations in Turkey in 2001 with 11 learning centres in Istanbul, Ankara, Izmit, Eskisehir, Bursa and Izmir. The Turkish WSI website was launched to provide potential students with course information and contact details to sign up to a learning centre. The WSI have always been keen to understand how their marketing efforts were contributing to conversions, given that conversions in AdWords are currently attributed to the last ad clicked before the conversion happened.
Hüseyin told us a bit about his journey to the finish line:
“WSI analyzed the search funnel reports for campaigns over a 73 day period. We derived insightful data about path lengths and how campaigns assisted each other in terms of conversions.
We conducted a deep-dive analysis to come up with a weighted attribution model so we could determine the real value of assist keywords, ad groups and campaigns by going deeper into the conversion path, instead of just focusing on last click conversion data.
We compiled a list of keywords where we could change bids to increase the average position and conversion numbers while still remaining within our CPA limit and even further decrease that value. We then went on to delete some negative keywords, which we had added to the account months ago having deemed them to be valueless by just looking at last click conversion data.
Search funnel analysis was very valuable for us to understand that these keywords could actually be assisting a lot of valuable conversions, so we were then able to make informed decisions about keyword performance and remove them as negative keywords.
We regrouped keywords into more appropriate ad groups and added some new ad text in order to increase the CTR and attract additional conversions by improving our account structure.
In the 28 day period since our account overhaul with Search Funnels, we have seen conversion rates increase by 54.5% and CTRs improve by 10.5%. Furthermore, the cost per conversion has decreased by 28.1%.”
Stay tuned for the full case study. Well done Wall Street Institute in Turkey! See you in Zurich!
Learn more about AdWords Search Funnels and Conversion Optimiser.
Posted by Alan Wrafter, Google Analytics team