As their name suggests, Automotive Dynamics (AD) is an Arizona-based business which offers a variety of car-related services. Their repertoire is diverse, providing customers with everything from collision repair to second hand car reselling. One of the company’s services is the humble engine oil change, which all car owners get periodically in their car’s life cycle.
To generate leads for this service they run geo-targeted Google Ad campaigns aimed at people in Sun City, AZ. Using a PPC chatbot, they supercharged the conversion rate and maximized their ROI on this paid ad campaign.
Before using Tars, AD showed its ad-click prospects a traditional landing page with a lead-capture form. By all conventional measures, the landing page experience was a good one! Prospects were greeted by a tried and tested template used by the majority of paid advertisers across the internet.
All you have to do to avail of AD’s services was read the provided information and fill out the provided form. Here is the link to their old landing page : http://oil.automotivedynamics.com/
The system worked, but it was imperfect. No one has the attention to read a large block of text and no one likes filling out forms. Put simply, the landing page experience was unengaging.
The end result with the static landing page was a poor conversion rate. (i.e. Less than 5% of the prospects landing on AD’s landing page would actually book an oil change).
PPC Chatbots as the Solution
Unsatisfied with this situation, AD’s marketing expert Mark Idzik saw the potential for using a PPC chatbot. He built a simple lead generation flow and replaced AD’s traditional landing page:
The PPC Chatbot allows prospects to schedule an oil change, connect with a human agent by phone and most importantly have their queries answered. Mark has found working with AD, as well as other clients, that prospects who reach landing pages are often uncertain about completing a purchase. Ordinarily, the only solutions to this uncertainty are having an FAQ page, a contact form or packing in as much promotional content in the form of testimonials, or text blocks. But as Mark has found out the hard way, no one actually reads text-filled web pages and contact forms usually set off a messy, time-consuming email back-and-forth.
Presenting answers to a basic set of queries within a chat, solves this problem. The conversational nature of the interaction makes the process of completing a purchase more human.
This builds trust and creates a sense of investment in the prospect’s mind. As a result, there is a greater likelihood that they will stay on the page till they resolve the uncertainty which is preventing them from converting.
Using a PPC Chatbot, Mark has created a more frictionless buyer journey. This has resulted in a 50% increase in conversion rate and a corresponding drop in cost per lead.
More importantly, the bot has made it significantly easier for people in Sun City, Arizona to have the oil in their cars changed.
The key takeaway from AD’s PPC Chatbot experience is simple.
Chatbots are more engaging than traditional landing pages
This is a profound outcome for any business that depends on PPC. Regardless of how much time and effort you spend optimizing your Ad copy, a poor landing page experience is going to cost you money. Either prospects will drop from your site without converting or they will get caught in a seemingly never-ending email back-and-forth that drastically increases time to conversion. It is undeniable that the future of PPC is conversational.
Arnav is the Director of Content Marketing at Tars. He spends most days building bots, writing about conversational design and scrolling through Giphy’s trending section looking for the gifs that go into the Tars Newsletter.