In the last six months, one of my colleagues and I have been able to reduce the cost of conversion two to three times, from over $ 325 per conversion to less than $ 100. Here is what it looked like:
Pretty impressive, right? If you can reduce your cost per conversion, you can generate more conversions with the same ad budget. So, how did this happen?
It is often extremely difficult to link causes and effects in search marketing because there are so many variables that change at the same time. However, this analysis was facilitated by the fact that I made no changes to the campaign in question:
- Have we changed the landing page? No.
- New auction strategy? No.
- New ads? No. We ran the same ads all the time.
I did not do anything at all in the campaign during the period in question, as it was a smaller RLSA campaign on which we did not focus because it did not. did not shelter a ton of expenses.
When I discovered that CPA had dropped so much, I needed to know what was going on. This is not every day an intact countryside is going on like this!
The first thing I checked was to see if CPCs were coming down. This could play an important role in lowering CPA. But as you can see here, the CPC is stable from week to week, with the exception of August where I had to disable the campaign for three weeks for budgetary reasons.
It was not that click prices were down – it was that conversion rates were increasing . From the 2% range to the 7-8% range over the last few months, as shown here: