1. Matthew Umbro | @Matt_Umbro
Senior Account Manager, Community & Founder of
PPCChat | Hanapin Marketing
ASSESSING THE IMPACT OF THE
COUNTDOWN CUSTOMIZER ON USER
BEHAVIOUR

2. AGENDA
@Matt_Umbro
• THE CROWDED SEARCH
REAL ESTATE
• AN OVERVIEW OF THE
COUNTDOWN CUSTOMIZER
• COUNTDOWN CUSTOMIZER
CASE STUDY
• NEXT STEPS

3. SEARCH REAL ESTATE
@Matt_Umbro
• EXTENDED HEADLINE
• CALLOUT EXTENSION
• SITELINKS
EXTENSION
• SELLER RATINGS
EXTENSION
• LOCATION
EXTENSION
• GOOGLE+ FOLLOWS

4. COUNTDOWN AD
@Matt_Umbro

5. COUNTDOWN AD
@Matt_Umbro

6. SHOPPING PROMOTION
@Matt_Umbro

7. SETTING A COUNTDOWN
@Matt_Umbro
WHAT IS THE COUNTDOWN CUSTOMIZER?

8. COUNTDOWN CUSTOMIZER
@Matt_Umbro
• ENCOURAGES URGENCY
• TELLS SEARCHER TO ACT NOW
• BETTER PROMOTES YOUR OFFER
• ELICITS EYEBALLS

9. CASE STUDY
@Matt_Umbro

10. CASE STUDY
@Matt_Umbro
• ADS RAN FROM 11/1/14 – 3/24/15
• PEAK SEASON BEGINS IN MID
JANUARY
• COUNTDOWN WAS IN DESCRIPTION
LINE 1 OF 98.43% OF IMPRESSIONS

11. CASE STUDY
@Matt_Umbro

12. CASE STUDY
@Matt_Umbro
55,834
468,299
CLICKS
Countdown Non-Countdown
10.5% CLICKS
FROM
COUNTDOWN ADS

13. CASE STUDY
@Matt_Umbro
4.05%
2.44%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
Countdown Non-Countdown
CTR
CTR
NEARLY 2%
POINTS BETTER

14. CASE STUDY
@Matt_Umbro
$4.67
$8.4310.59%
6.04%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
Countdown Non-Countdown
COST PER CONVERSION & CONVERSION
RATE
Cost per Con Con Rate

15. CASE STUDY
@Matt_Umbro
• COUNTDOWN ADS HAD HIGHER CTR
THAN STATIC ADS
• COUNTDOWN ADS ACCOUNTED FOR
17% OF CONVERSIONS WITH 10.5%
OF THE CLICKS
• CON RATE OF COUNTDOWN ADS WAS
NEARLY DOUBLE THAT OF STATIC
ADS

16. CASE STUDY
@Matt_Umbro
HOW DID PERFORMANCE DIFFER
BY TIME LEFT?

17. CASE STUDY - PROMOTIONS
@Matt_Umbro
248
437
480
361
9.79%
11.60%
10.60%
8.57%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
0
100
200
300
400
500
600
3 Days 2 Days 1 Day Same Day
CONVERSIONS & CONVERSION RATE BY
COUNTDOWN PROMOTIONS
Conversions Con. Rate

18. CASE STUDY - EVENT
@Matt_Umbro
66
72 76 93
69
82
57
12.42%
11.45% 11.64%
10.92% 8.67%
10.07%
14.50%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
0
10
20
30
40
50
60
70
80
90
100
21 - 30
Days
11 - 20
Days
4 - 10
Days
3 Days 2 Days 1 Day Same Day
CONVERSIONS & CONVERSION RATE BY
COUNTDOWN EVENT
Conversions Con. Rate

19. CASE STUDY
@Matt_Umbro
• PROMOTION CONVERSIONS WERE AT
THEIR HIGHEST WITH 1 – 2 DAYS
LEFT
• EVENT CON RATE DECREASED WITH
1 – 3 DAYS LEFT, BUT PICKED UP ON
END DAY
• FOR BOTH COUNTDOWN TYPES,
ALMOST EVERY DAY SAW DOUBLE
DIGIT CON RATES

20. NEXT STEPS
@Matt_Umbro
WHAT DOES THIS CASE STUDY
MEAN FOR YOU?

21. NEXT STEPS – BRANCH OUT
@Matt_Umbro

22. NEXT STEPS – TEST!
@Matt_Umbro
• TIME UNTIL AN EVENT – COULD BE A
WEBINAR!
• ONLY AVAILABLE FOR X TIME
• HIGHLIGHT AN ONGOING OFFER
• PROMOTE AWARENESS FOR NEW
SERVICES OR PRODUCTS

23. THANK YOU
MATT.UMBRO@HANAPINMARKETING.COM
@Matt_Umbro
@Matt_Umbro