Match.com International helps users connect with romantic partners, but marketers may fall in love with Google AdWords in light of the dating site's impressive results using the ad network. A recently released case study presented by Google reveals Match.com International boosted conversions by 84 percent with the Google Conversion Optimizer.
Kristin Proctor, senior online marketing manager for Match.com International, explains that creating marketing campaigns for the global dating site is particularly challenging because different cultures have unique languages of love. Each country requires its own AdWords campaign, so manually changing bids required an exorbitant amount of time. She turned to the Conversion Optimizer for assistance.
The Google Conversion Optimizer is an AdWords feature (free for accountholders) that allows marketers to set their maximum costs-per-acquisition and get automated keyword bids. The tool adjusts cost-per-click bids based on potential conversion, using data such as location, match quality and user operating system to determine the value of a click.
Proctor believes the Conversion Optimizer has saved her time and made money for her company."[Because] of the level of bidding granularity it provides, it has made our AdWords campaign far more profitable," she says. Within a year, Match.com International has increased conversions by 84 percent and simultaneously reduced cost-per-acquisition by 35 percent thanks to the tool.
This is just one of many success stories about successful use of Google AdWords to turn major profits. Last month, Brafton reported that the Wall Street Institute increased conversions by 54 percent with AdWords Search Funnel – another tool in the AdWords network. Marketers should take this as an indication that it is important to take advantage of the many service offerings that come with a Google AdWords account.