Does Google Always Provide Better Results?
Google probably provides your website with a substantial amount of Web traffic, and is likely equally responsible for driving a large percentage of your conversions. But does the use of Google always provide better performance/results?
Self-serve display and retargeting platform Dispop (which Website Magazine profiles in its upcoming January issue on startups) believe that when it comes to click-through rate and conversions, its network can compete with the best - and that means Google.
The platform performed a side-by-side comparison of how its custom advertising service measured up, and found that its solution resulted in double the click-through rates and 80 percent more conversions over Google's display ads.
"We specifically wanted to test how the creative aspect can affect campaign performance, comparing Google's approach with Dispop's elegance in design and ad buying," said Ayal Ebert, CEO and founder of Dispop. "Google's templatized approach to ad creation significantly hinders campaign success and lowers the quality of how a brand is perceived online and our results clearly support this claim."
The study was based on 250K impressions for both campaigns, one running a custom creative on the Dispop platform and the other utilizing a Google template creative on the Google ad network. For both campaigns, the ads (which were in the weight loss and health news vertical) ran on sites under the categories Weight Loss and Health News targeting people interested in Beauty and Fitness between the ages of 25-54.
Dispop integrates with all the major programmatic ad exchanges incluyding AppNexus, OpenX, Rubicon, PubMatic, BrightRoll, Google as well as Facebook Exchange (FBX) for both direct targeting and retargeting capabilities through a single dashboard.
Recent coverage of Dispop:
Crowdsource and Run Display Ads with Dispop