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Follow Along Google Ads Listicle - $2500 Testing - Case Study Q4 - 2024

joeybabbs

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I have started this follow-along on Google Search ads for a listicle-style campaign right in time for Q4.

I will be adding a video to this case study for members only - but first, I want to write out the setup for this.

Steps taken so far:

I built 2 listicle style campaigns with e-commerce products, and spied using Google ads transparency as well as Semrush. I identified 3 competitors and found that one of them has been running for over a year doing the same thing I am going to be doing. I also confirmed with my own sources that this affiliate is, in fact, pushing some nice volume, as I know who owns some of the offers they are running.

The LPs are similar to the one I shared last week in the member's area for the "Top 5" style listicle, and it's using Optimizepress.

Tracking is with CPV Lab and Google Analytics, and Microsoft Clarity.

Niche: personal health issue.
Testing Budget: $2500 - meaning I don't want to lose more than $2500 at any given point.
Style: Top 6 [health problem] products to fix [problem]
Affiliate Offers: CPA offers in e-commerce both direct and networks. (1 network and 2 direct advertisers).
Target CPA: $40 USD

Campaign Start Date: September 6, 2024.

So far I have:

16 conversions for a revenue of $653 USD
Cost is $1529.68 USD


P/L - $876

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So for optimization I using the checklist and starting with overall traffic analysis I will explain more in video as I don;t want to type it out.

I am seeing one brand term doing really good and another "problem focussed keyword with 2 conversions. The KWs with 1 conversion don;t really help much yet as I am not certain yet if they are a fluke or going to be worth focussing more. I like to see 3 or more conversions on a KW before getting too excited. So far only the top 2 kws are giving me clues.

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So aside from cutting some high traffic non converters and taking cluses from those as well I am going to leave KWs for now and look at landers.

I am splitting constntly and just the short testing now has identified a clear winner and I will use it as control. The only different right now is the order of the listicle and I changed the offer in #1 position. Page 1 now runs at 80% and I am working on Page 2 now testing new things.

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Next I need to look at offers. The #1 position offer is converting the most (no surprise) and the brand bid offer is converting the best so far (20%+) and one other KW that was eating budget was also a brand but the offer didnt convert!

I should note there is still a lot of testing required to test different versions of the offer. for example - direct to checkout vs intersitional vs asales page vs advertorial etc...

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I have a lot of work to do in terms of finding the right landing page/offers but this is great intel that is going to help me zero this in further.

I( am open to ideas and questions!

I am going to update next time with a video in a couple days.
 

affacc444

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Awesome stuff as usual, Joey! I've always been interested in seeing a deep dive on listicles since I've never run one myself. Thanks for sharing this!
 

harsh149

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Just a clarification:

the only difference in the above two landing pages is offer rank?

Does offer which is ranked at #1 matters? Like Offer A and B, if I split test LP1 offer A in #1 and LP2 offer B #1; I might see a big difference in conversion?
 

joeybabbs

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Just a clarification:

the only difference in the above two landing pages is offer rank?

Does offer which is ranked at #1 matters? Like Offer A and B, if I split test LP1 offer A in #1 and LP2 offer B #1; I might see a big difference in conversion?
Yes correct. The LP difference is that position one offer is different but also at the bottom of the list the sales writeup is for the offer 1 position. Its like an advertorial below the list for the #1 offer.
 

joeybabbs

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Also here's info on the listicle setup
 

harsh149

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Great Video.

I have one question for offer selection for listicles.

GEO: US
AVERAGE CPC: 2.5$

5 Affiliate offers, Payout ranging from 25$ to 30$


Can this CPC rate with this Payout work? Any thoughts?
If know then what should be the ideal CPC for such Payouts and Ideal Payouts for such CPC?
 

joeybabbs

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It's definitely going to be tight but I think CPC will go down, and once I have enough traffic I will also be requesting some help from the advertisers in terms of payouts.

My average CPC on this is about $2 right now.

I can do large volumes of conversions at $22 CPA in other campaigns but I prefer a larger spread indeed.
 

joeybabbs

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UPDATE: SEP 18

My cost per conversion is still roughly $100 and the campaign is still in Max conversions. Campaign is still in "Bid Strategy Learning" and Google is recommending I set a TCPA of $115 and increase my budget. This would not work as I am only making about $40 average per sale.


Instead I added all of the top volume "brand" keywords for my products as well as the top volume searches for the types of products these are.

It says there are 3 days left of learning in Max conversions but I don't think its going to improve. I will let it finish the learning, but after that I will be left with a major decision.

I am afraid if I set TCPA too low it will kill traffic, so I will likely need to set a lower TCPA and really increase my daily budget.

Hopefully with these new keywords I added it will improve and get more data with conversions...

Will post update after learning phase is complete.

In the meantime I am killing poor KWs and testing new landing pages/ads.
 

joeybabbs

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@joeybabbs

Are you using any RLSA or remarketing startegies in these listicles?
At this time no but it seems I should probably try it as the campaign is not doing well at the moment.
 

anasmo

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Hey Joe, thanks for sharing this case study. I was unable to find the "Top 5" style listicle in the member's area for landing pages.

It'd be cool to see what the landing page looks like.
 

joeybabbs

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I am going to share a video on Tuesday showing the status of this campaign...including the actual landers and keywords and offers
...stay tuned.
 

joeybabbs

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Hi here is the final update - please provide your thoughts on the video thanks!

 

affacc444

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Right on, Joey! I feel like the Hale Breathing and/or DreamHero offers would crush on FB with some flashy video ads. Hope the campaign goes well for you if you continue to pursue it!
 

joeybabbs

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Right on, Joey! I feel like the Hale Breathing and/or DreamHero offers would crush on FB with some flashy video ads. Hope the campaign goes well for you if you continue to pursue it!
I think that's a great idea and in conjunction with the Google ads so have both pixels on there working together in a sense.
 

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