12 Leads per $6.91 Each During 34 Days – for Copywriting Niche

A copywriting studio wanted to try a contextual advertising for one of its consulting services. They offered a paid consultation, then a learning course. Their sales process was simple:

  • bring people to the landing page with a paid offer;
  • the landing page asks visitors to leave their email and a full name;
  • after that schedule a call and consult subscribed people about solving their situation;
  • offer a paid course/service further.

The landing page was a simple blog page. Though it contained a well formatted full information about the proposal, a blog header with links to other places was present as well. So people could potentially go from the landing page in various directions.

Campaigns Preparation

The studio was from Russia and wanted to target its native country. That is why I chose Yandex Direct, the main contextual advertising service on a russian market. It is like Google Ads.

The maximum desired cost per lead was $15.

I had no access to the website and the landing page, therefore I was focused solely on campaigns. I created one campaign for Search and one for Display. They have run since April 6 till May 10, 2015 – it is 34 days in total. The picture below shows the statistics and results:

Image: 12 Leads per $6.91 Each During 34 Days - for Copyrighting Niche

Campaigns Support

During their working period campaigns brought only 247 clicks on the Search and 184 clicks on Display. So it was not enough for making optimization decisions like turning off expensive ads or key phrases. In order to do that I might need about 1000 clicks. In that case the statistics would be more exact.

Therefore I have been making only simple actions:

  • watching real search queries and adding negative keywords;
  • then looking at budget spent and slightly changing cost per click for ads. So each ad clicked evenly and the amount of daily clicks was approximately similar.

I have not stopped any ad because they needed more clicks.

Campaigns Results

Though I had left all ads and keyphrases working – effective and not effective – campaigns brought results. Below is the analysis by various parameters.

Leads and Cost per Lead Savings

The table below shows the number of leads and a cost per lead savings for each campaign type:

Campaign TypeLeadsCost Per Lead, $Allowed CPL, $Saving, %
Leads and cost per lead savings

If campaigns worked longer and gathered enough clicks, I’d stop bad resulting ads. Therefore savings could be potentially higher. Good performing ads would use that budget gap and bring more leads, for instance.

CTR and Traffic Quality

CTR was increasing each week in both campaigns. It meant the traffic quality became better, so we were getting more visitors for the same budget:

PeriodSearch CTR, %Display CTR, %
06.04.15 –
13.04.15 –
20.04.15 –
27.04.15 –
04.05.15 –
CTR increase in Search and Display campaigns

It happened because of regular cleaning traffic from negative keywords and bad display websites.

Leads and Site Visiting Depth

Here you’ll see how many leads have come each week and how many pages have a visitor seen during a visit (depth):

PeriodSearch Depth – LeadsDisplay Depth – Leads
06.04.15 – – 01.00 – 0
13.04.15 – – 41.16 – 2
20.04.15 – – 21.07 – 1
27.04.15 – – 11.07 – 0
04.05.15 – – 01.11 – 2
Pages seen during a visit and leads on each period

You may notice that the more quality traffic is – the more pages a user is going to visit. On the other hand, the more pages a user visits – the less conversion will be. The numbers from the table above prove that a landing page ideally must not have links to any other website pages. Because the users’ attention disperses and they simply forget about your offer.

We could also make an interesting assumption. Please look at the table carefully once more. Can you guess where the most number of conversions was? Yeah, it was when the visiting pages depth equaled from 1.10 to 2.00. So I’d assume that if we tweak a website so people visit only 1 or 2 pages on it, conversions are going to be the highest. But sure, we need to gather enough statistics in order to prove this assumption.

In Conclusion

Ad campaigns need enough statistics in order to optimize them (at least 1000 clicks).

Campaigns preparation and improving the traffic quality are very important. In other words – relevant keywords and high quality ad creatives (texts, images). As a result this can bring cheap leads from the start even without a deep optimization.

The landing page should not have many links to other website parts. If it does, visitors can walk further into your site and forget about your offer. In that case you need to invite them back with retargeting.

Do You Like This Analysis?

If you enjoyed this case, please write in comments about what you think. Then share this page with your friends.

Maybe you have questions, so write them in comments too. I’ll read each comment and answer below or in new articles.

Also, try to use insights from this case in yours. Or if you’d like to outsource your PPC marketing – welcome to my Google Ads Service page. Just contact me from there and I’ll answer what could I do for you.

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