Case study: Building success with display ads

ROI Revolution recently decreased their client's cost per conversion by 58% while increasing clickthrough rate by 392% through the use of display ads created free through AdWords Display Ad Builder. I spoke with Matt Seising, an Account Manager at the North Carolina-based search marketing and website optimization firm, to uncover how he was able to achieve these results.

Ryan Hayward: Why did you decide to start using the Display Ad Builder?

Matt Seising: We first thought of it for our client who has been successfully targeting Google Finance. We knew that taking up the entire ad space would likely boost click-through rate and in fact, we saw a 392% improvement in CTR with the new display ad. Because of this boost, clicks were 46% cheaper for the display ad, and our cost per conversion decreased by 58% as compared to text ads. Additionally, the ability to use a free tool was incredibly efficient and helped us to get a display ad up in a day for free. If the client had been paying traditional rates to start running banners, they probably wouldn't have had any interest.

RH: How does the Display Ad Builder fit with your overall client strategy?

MS: The Google Content Network has been a focus for our agency for the last year because there's a ton of available traffic, and the Placement Performance Report has helped us to make it very profitable for our clients. In addition to driving more volume at lower costs in many cases, display ads also help clients to see the unique value of content as compared to search.

RH: How have you optimized performance with the tool?

MS: After seeing the initial performance, we decided to split the display ads into new ad groups; the click-through rates were so much higher and costs per conversion were so much lower we were probably going to want to bid those up to get as much profitable traffic as possible.

To start building your ads right away, click the Display Ad Builder option when creating a new ad in your account. You can also learn more about the tool on the Display Ad Builder site. Happy building!

Posted by Ryan Hayward, Product Marketing Manager