After running the test for 3 months, we analysed the results of the test.We examined how the exchange rate had fluctuated over the test period and the 12 months prior.
Once the test started, conversion rate increased by 74% compared to the previous period. This was in-line with the exchange rate.
As the exchange rate was high during the test period, the script increased the bid modifiers for the UK, which resulted in higher average ad positions.
This resulted in a slight uplift in CTR. This improvement in CTR, combined with the rise in conversion rate led to bookings increasing by 31% and revenue growing by 25%.
ROI increased during this test period by 16% and efficiency also increased, with cost per booking falling by 18%.