Online Advertising Forensics

We investigate how and why a text-based PPC ad produced 47% more conversions

According to MarketingSherpa’s 2012 Search Marketing Benchmark Report – PPC Edition, 56% of marketers claim achieving or increasing measurable ROI is their most frustrating challenge when it comes to paid search.

And yet, PPC ads are one of the easiest pieces of creative a marketer can optimize. All you need is access to your company’s Adwords account and a keyboard, and you can make changes and run tests for almost instantaneous feedback from your customers while they are making a buying decision.

To address this disconnect, this Web clinic taught you how to get more ROI out of your PPC campaigns.

Dr. Flint McGlaughlin will review a recent experiment where a few changes to the PPC ad copy resulted in a 47% increase in end conversions.

In addition to the regular teaching, Flint and MECLABS Research Manager, Erin Fagin, reviewed audience-submitted PPC ads live in the clinic and provided suggestions for improving their performance.

Here are what some of the audience members had to say about the Web clinic:

Excellent information. Love that it is fact-based, analytical, specific. Like the approach of participation — ups the learning potential. Great service to the marketing community! –Lynette

This was the best PPC webinar I have attended in quite some time. Flint hits hard and gets right to the core of the issue. Love it!! Please hold more webinars like this. I’m with an agency and this was extremely helpful in teaching me how to better evaluate and write text ads for my clients. Thank you!! –Steven


Dr. Flint McGlaughlin
Erin Fagin

Paul Cheney

Technical Production
Luke Thorpe
Steven Beger
Jessica McGraw
Yi Xu

Additional Contributors
Daniel Burstein
Todd Lebo
Austin McCraw
Beth Caudell
Brad Bortone
Selena Blue

Educational funding provided by


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