PPC Case Study
| Client: | Transend |
| Business: | Software tool that converts email data between various types of email systems |
| Engine: | |
| Challenges: | Over the past year, costs on Google doubled while conversion volume stayed the same. |
| Goals: | Cut costs in half and maintain conversion volume |
| Start Date: | Dec. 1, 2006 |
November Stats
Documented November numbers - see below.
| Clicks | Costs | Conv. Rate | Conversions | CPA | |
Nov. 1 - Nov. 30 |
10,540 |
$9,235.51 | 3.58% | 377 | $24.48 |
Nov. Weekly Avg |
2,635 |
$2,308.88 | 3.58% | 94 | $24.48 |
Our Action
Through strategic planning and execution of: |
Accurately Implemented Conversion / Campaign Tracking |
|
Intelligent Campaign Restructuring and Organization |
|
Identifying Non Performing Ad Groups and Keywords |
|
Stringent A/B Split Testing of Ad Positions Through Planned Bid Strategy |
|
Exclusion of Data Proven Non Performing Content Network Sites |
|
Division of Ad Groups Between Google.com and Search Syndication |
December Stats
Documented December numbers - see below.
| Clicks | Costs | Conv. Rate | Conversions | CPA | |
Dec. 1 - Dec. 31 |
9,843 | $6,271.82 | 4.94% | 486 | $12.90 |
Dec. 1 - Dec. 8 |
2,903 | $2,465.66 | 4.70% | 136 | $20.88 |
Dec. 9 - Dec. 15 |
2,525 | $1,581.13 | 5.15% | 130 | $12.16 |
Dec. 16 - Dec.22 |
1,954 |
$956.86 | 5.27% | 103 | $9.29 |
Dec. 23 -Dec. 31 |
2,461 | $1,268.17 | 5.49% | 135 | $9.38 |
Summary
Clearly the goals of cutting costs in half were met.Instead of maintaining conversion count - conversions improved by 30%.
