Dynamic Expanded Text Ads Deliver Better Performance


We carried out A/B testing with Flightmate to test the following hypotheses.

More ad clicks mean more revenue for ad networks such as Google. Therefore, ad networks charge less per click for ads that are more likely to get clicks. Dynamic and highly relevant ad customisers can increase the clickthrough rate for such advertisers as Flightmate, leading to more conversions at a more favourable return on ad spend.

We carried out A/B testing with Flightmate and had the following results:

  • 52% higher clickthrough-rate (CTR)
  • 8% lower cost per click (CPC)
  • 18% better position (2.3 vs 2.8)
  • 41% higher revenue per ad impression

Data from an A/B test conducted between June 23 and June 29, 2016 over 106,119 ad impressions.

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