Digital Advertising Company RevUnit rocked the home for his or her consumer by turning a deceptively easy concept right into a 400% carry in PPC conversions.
Once I first met Seth Waite over a Google Hangout just a few weeks in the past, he talked about that his company, RevUnit, had carried out some “fairly enjoyable issues with Unbounce” for shoppers.
It took a short while for me to grasp what Seth actually meant by “enjoyable;” he meant modern, experimental digital advertising and marketing that really strikes the needle on outcomes. I’ll admit, enjoyable isn’t the primary phrase I’d use to explain Seth’s story.
It’s genius.
It’s additionally deceptively easy.
Primarily based out of Las Vegas, Seth is the CMO at RevUnit, a full-scale digital company that takes satisfaction of their potential to “Construct Small. Be taught Quick. Iterate Usually.”
That is the story of how Seth’s staff at RevUnit used Unbounce to iterate a PPC technique — and it began with a easy audit.
A bit of little bit of background
RevUnit’s latest consumer, School of Rock, had just a little little bit of an Adwords habit. Their PPC spending was on overdrive. However the ROI? Nicely, there was room for enchancment.
Faculty of Rock is a music college with greater than 160 franchise places worldwide. They got here to RevUnit after experiencing poor-performing Adwords campaigns with a specialised PPC company. Lead acquisition through PPC for brand new enrolments was gradual and lagging.
Faculty of Rock’s primary aim was to drive new pupil enrolment to particular person franchises. In different phrases, they wanted to get extra college students signed up for music lessons at one of many greater than 160 places worldwide.
The query was, how may they improve enrollments and decrease the price of acquisition on the identical time?
It began with a easy audit
Earlier than digging in and constructing new campaigns from scratch, RevUnit carried out a full audit of Faculty of Rock’s Adwords account concentrating on key phrases, advertisements and touchdown pages.
The AdWords account consisted of 160+ campaigns, 800,000+ key phrases and 160+ touchdown pages. It’s necessary to notice that every marketing campaign represents a franchise location (for example, “Faculty of Rock Scottsdale” is a single marketing campaign) and every of these franchises places had their very own devoted touchdown web page.
In the course of the audit Seth’s staff discovered some fairly widespread errors, notably with the touchdown pages related to every marketing campaign. Right here’s what they had been working with to start with:
Issues with the “earlier than” touchdown pages:
- Pages had been very gradual to load. Search engines like google and yahoo like Google see this as a poor expertise for customers, and because of this, penalize pages with a decrease high quality rating.
- The lead kinds embedded into every touchdown web page had been fairly lengthy. Too many kind fields could cause guests friction, that means they’re much less more likely to full the shape (and extra more likely to bounce).
- There have been some common design and replica points, the largest being that content material was not designed for simple studying. Whereas there was plenty of data on the pages, they didn’t inform a compelling story.
- The pages didn’t mirror their upstream advertisements. With out a robust message match, guests usually tend to bounce, once more leading to a decrease high quality rating from Google.
- Campaigns weren’t enabled with click-to-call monitoring so it was not possible to measure what number of cellphone calls had been generated from Adwords actions.
Seth’s staff hypothesized that in the event that they tackled every of the issues above, Faculty of Rock would yield higher outcomes from their AdWords campaigns.
However (and this was a reasonably large ‘however’), they couldn’t actually afford to deal with 160 completely different touchdown pages with out realizing for positive.
Right here’s the nice half
As an alternative of leaping in willy nilly, Seth’s staff determined to make use of Unbounce to create a template for simply one of many franchise places. Principally, he created a single touchdown web page to check out his speculation. The concept was that if the template really elevated enrollment for one of many franchise places it might be replicated for others.
Sidnee Schaefer, RevUnit’s Senior Advertising Strategist, then went to the whiteboard with Seth and different members of the staff to design the brand new strategic touchdown pages. After making a mockup of the brand new web page’s format, Sidnee jumped into the Unbounce builder to implement the design.
The newly designed touchdown web page template aimed to observe a narrative that’s easy-to-digest and comprehend whereas presenting a clear and well-structured format. The web page was constructed to create the shortest path to conversion with out sacrificing need-to-know data.
In line with Seth,
Each model has a really completely different story and we knew how necessary it was to inform the story of how Faculty of Rock is completely different than the typical music college. We designed the web page to replicate this model positioning.
For the brand new Faculty of Rock touchdown pages, content material was strategically positioned into sections protecting who, what, the place and why (together with opinions). “We saved the copy clear and powerful to keep away from burdening folks with an excessive amount of data,” says Seth.
RevUnit additionally used Zapier to bridge a connection between Unbounce and Faculty of Rock’s CRM system, so new leads go on to franchises as soon as submitted.
The results of RevUnit’s pilot was fairly convincing: a 75% improve in common weekly conversions and a 50% lower in value per conversion. And, all these new leads had been acquired utilizing half the funds.
Whew.
However that’s not all.
Seth didn’t cease with “ok” – that’s simply not his type of enjoyable.
Right here’s the even *higher* good half
The cherry on prime of this masterminded plan is how RevUnit carried out Dynamic Text Replacement (DTR) to actually match Google search queries with the touchdown web page’s headline.
DTR is an Unbounce characteristic that allows you to tailor the textual content in your touchdown web page to match keyboard parameters, pay-per-click (PPC) campaigns, and different sources, utilizing exterior variables you may connect to the URL.
DTR mechanically updates specified content material in your web page (like a phrase in your headline) primarily based on a customer’s search question. RevUnit used DTR on their consumer’s touchdown web page to make sure every customer was served up probably the most related copy potential.
Seth explains:
We used dynamic content material on the touchdown web page which allowed us to indicate customized content material to completely different website guests primarily based on key phrases and places from the advertisements. This helped us match the proper advert with the proper touchdown web page.
In different phrases, when a searcher varieties in “drum classes, Scottsdale, AZ” dynamic textual content alternative (DTR) is used to match the touchdown web page headline with the Google search question. Because of this, when the customer clicks by way of to the Faculty of Rock touchdown web page, the headline would look one thing like this, “Scottsdale Drum Classes.”
A strong message match between the visitors supply (PPC advert, social media, devoted e mail or in any other case) and the touchdown web page headline helps guests perceive that they’re in the fitting place (and prompts ideas like “sure, that is precisely what I used to be on the lookout for!”).
In line with Seth, right here’s why DTR was a sport changer for this marketing campaign, “as a result of our PPC key phrase technique was very targeted on instrument classes (guitar, piano, and many others), we’d want 5 touchdown pages (a unique touchdown web page for every instrument sort) for every franchise location.”
This might have usually been a painful and well timed endeavor however, as Seth put it, “Unbounce had an answer.”
Right here’s how they used DTR:
We strategically designed the pages with DTR in thoughts, in order that instrument key phrases might be positioned all through the web page. As an alternative of getting to create 750+ touchdown pages, we solely needed to create one for every franchise location.
The outcomes
After the pilot’s stellar efficiency, Seth knew with confidence that it was time to roll it out to the remainder of the 160+ Faculty of Rock franchise places.
Once more, the outcomes had been unimaginable:
The variety of month-to-month conversions improved 5x, by 250%, and the fee per conversion decreased by 82%. Faculty of Rock has seen an enormous enchancment to their ROI on AdWords and their lead quantity is stabilized.
What did the imply for Faculty of Rock? Nicely, in accordance with Seth, the “common worth of enhancements made primarily based on buyer lifetime worth is doubtlessly a 400% improve in yearly income primarily based on new leads.”
The numbers are spectacular however the most effective a part of this story is that it’s straightforward for data-driven entrepreneurs to copy. Begin with a guess – a hunch, a speculation, an concept – and try it out. In different phrases, “Construct Small. Be taught Quick. Iterate Usually.”