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Case Study
| Client: |
Transend |
| Business: |
Software tool that converts email data between various types of email systems |
| Engine: |
Google |
| 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 |
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November Stats
Documented November numbers - see below.
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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 |
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Our ActionThrough strategic planning and execution of: |
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Accurately Implemented Conversion / Campaign Tracking |
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Intelligent Campaign Restructuring and Organization |
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Identifying Non Performing Ad Groups and Keywords |
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Stringent A/B Split Testing of Ad Positions Through Planned Bid Strategy |
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Exclusion of Data Proven Non Performing Content Network Sites |
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Division of Ad Groups Between Google.com and Search Syndication |
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December Stats
Documented December numbers - see below.
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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 |
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Summary
Clearly the goals of cutting costs in half were met.
Instead of maintaining conversion count -
conversions improved by 30%. |
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