WebpageFX

Internet Marketing

Search Engine Marketing Case Study

We've just overhauled the SEM campaign for one of our biggest clients.  Here is what we've done so far:

Ultimate Goal:

• Increase conversion rates by 1.5%
• Decrease bounce rate by 50%

Unfortunately, the initial campaign was so poorly organized that before we could tackle any conversion metrics we had to completely retool everything.

Just a couple weeks ago this client had 5 campaigns running in Google Adwords, each holding about 600 keywords in only 1 or 2 ad groups. 

A few generic ads were serving this massive range of keywords, driving down click through rates and driving up the cost per click.

We organized all of the keywords into similar ad groups by product, crafted product-specific text ads, and pointed those ads to actual product pages on the website.  Previously they had been taken to a generic list of all products. 

After all the campaigns were in order, we transferred the Google campaigns to Yahoo! and MSN and split the budget according to each engine's current market share. 

So Google Adwords got about 80% of the budget, Yahoo! Search Marketing about 12.5%, and the remaining 7.5% went to MSN adCenter. 

Results

Immediate Results (Google):

• CTR from 1.34% to 2.66%
• 7% less cost per click
• 67% greater ROI

These improvements came by simply reworking the structure of our campaign. We haven't deleted or added any keywords (yet!).

After we let the current campaign run for about a month, we'll delve into the analytics to see exactly what's working and what isn't. Some things we'll do for sure:

• Create product-specific landing pages
• Increase bids on converting keywords
• Delete underperforming keywords

Call 1-888-44WEBFX or contact us today to get results from your PPC campaign.