Call Source AdWord Display Test Results

Call Source AdWord Display Test Period:

Oct 8, 2008 - Nov 15, 2008

Pre-Testing Assumptions:

1. Replacing approximately 25 characters of precious service description space within our ads, with a call to action and a phone number, will be well worth the loss of space if it would call our customers to instant action.

2. People will place a call to your location simply by viewing your phone number in an AdWord Display Ad, thus saving you the cost of an actual click through.

Testing Method:

1. We have approximately 130 display ads in each account.
2. We ran a set of display ads without any phone numbers in the text for over a month.
3. Between 10/8/08 and 11/15/08, using a duplicate copy of display ads, we replaced some text in each ad with a call to action along with a tracked phone number entitled “AdWord Display Ads” in your call source reports.
4. If our theories were accurate, we would replace our AdWord display ads with our landing page tracking numbers in order to save on costs.

Example: Of course this is only one example out of 130 different display ads discussing every service you offer.

Non phone number ad
Pre-Employment Screening
Drug-Alcohol & Background Checks
Your Location or Ours! Lancaster
AccuDiagnostics.Local-Drug-Test.com

Tracking phone number replacing text
Pre-Employment Screening
Drug-Alcohol & Background Checks
Call Now. 661-902-0355 Lancaster
AccuDiagnostics.Local-Drug-Test.com

In our above example, our AdWord display ad has a call to action:“Call Now” plus a phone number “661-902-0355”. This method uses approximately 25 characters of service description space in each ad replacing “Your Location or Ours!”

Testing Period Activity:

Aug 31, 2008 - Oct 8, 2008
(38 days prior to AdWord display ad activation)

CallSource reports that our locations received
89 calls from landing page call tracking phone numbers

Oct 8, 2008 - Nov 15, 2008
(38 day period of AdWord display ads tracking phone numbers in all ads)

CallSource reports that our locations received
142 calls from landing page call tracking phone numbers
35 calls from AdWord display ads call tracking phone numbers

Testing Variables:

• We are not able to verify whether people call the phone number in an AdWord Display ad as well as clicking through on the ad, thus there is a cost for the click anyways.

• Click through rates were higher in the testing period because of increasing popularity of your organic as well as AdWord search results, thus we cannot compare data to months prior since overall traffic has increased.


Testing Results:

Over a period of 38 days, 35 people called franchise locations when prompted by an AdWord display ad. Keep in mind that there is not direct cost for these responses (no pay per click cost as there is in the Google AdWord program).

We can also validate that approximately 35 people actually searched for our keywords, saw our ads, and instantly called our locations. We are absolutely sure that all of these leads came from our AdWord campaigns, unlike landing pages that are both organic and cost per click leads.

We now have viable proof that supports our assumption:
Having a phone number in our AdWord display ads is worth the loss of the text explaining our service in our ads.


Conclusions:

1. With these results, we can predict our market behavior and adjust our methods of advertising.

2. Our customers are seeking their information online. Our customers are getting what they want when they want it. People love instant information. The trend “GET IT and GET IT NOW!” has proven to be a factual behavior in our market.

3. Our call to action alongside a phone number in each of your ads is a perfect example of accommodating your customer’s "wants" for instant information.

I am confident that if we continue to establish our online position and make sure our locations are readily available everywhere our customers are seeking, that we will eventually become an even greater influence in the Drug Testing world, and harvest the benefits accordingly while burying our competition over the long term!