Searching Beyond the Paid

Tuesday, August 01, 2006

eWhisper's Landing Page Case Study

Brad Geddes, aka eWhisper, has been kind enough to publish details of a landing page case study he's been working on recently. It's a long post, but worth reading if you're an AdWords advertiser affected by the new Quality Score.

My takeaway from this is that wow, it's a whole lotta work to "fix" something that wasn't broken to begin with. His client's site was converting well and the ROI was excellent. So far, he's succeeded in lowering the CPC from $10 to $0.12 - but conversion has dropped over 1 percentage point. And it took a lot of effort in the form of designing new pages and revamping an entire section of the client's site. Ouch. Scary stuff for small businesses with limited site development and testing resources.


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