Results: Which AdWords Approach Resulted In More Subscriber Sign-Ups?

AdWords search keyword shown

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"Free" and "save" emphasized - No AdWords keywords shown

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Which AdWords Approach Resulted In More Subscriber Sign-Ups?

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Difference Between Versions:

Version A –Sign-up page with imagery and text featuring a keyword used during the user’s AdWords search

Version B –  Similar page, but with a standard image. Text featured the words “free” and “save” — not the AdWords keywords

Key Performance Indicator (KPI): 

Subscriber sign-ups

Test Goal:

Increase number of users giving their email, or joining through Facebook

Traffic Source: 

Paid — Users searching keywords, then clicking on relevant AdWords links

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Winner: Version A, with the imagery and text matching the user’s AdWords keyword search, was the strong winner.

The AdWords-matched page lifted sign-ups 32.6%, compared to the version emphasizing the “free” offer. Results achieved 99% confidence., a members’ only travel site, offering deep discounts on luxury getaways, revealed some secrets about what made this advanced AdWords test so successful.

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