How to 3X AdWords Conversion Rates Without Touching AdWords

Over the last six months or so, one of my colleagues and I have been able to cut the cost of conversion by 2-3x, from over $325 per conversion to under $100. Here’s what that looked like:

rlsa cost per conversion

Pretty impressive, right? If you can cut your cost per conversion that much, you can drive way more conversions with the same advertising budget. So how did this happen?

What Happened?

It’s often very difficult to connect cause and effect in search marketing because there are so many variables changing at the same time, however, this analysis was aided by the fact that I hadn’t made any changes to the campaign in question:

  • Did we change the landing page? No.
  • New bid strategy? Nope.
  • New ads? No. We ran the same ads over the entire time.

We'd done nothing at all to the campaign over the period in question, as it was a smaller RLSA campaign that we didn’t bother focusing on because it wasn’t housing a ton of spend.

When I discovered CPAs had gone down so much, I needed to know what the heck was going - it’s not every day an untouched campaign goes bonkers like this.

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