Project Details :
- Date : Jan 1, 2014
- Client : Kwater
- Skills : PPC, A–B Testing, Keyword Research
- Category : Paid Marketing Campaign
– PPC CaseStudy
This PPC case study reveals the significant growth in leads since the inception of PPC campaign for one of our esteemed clients – Kwater.com. Unlike SEO, Pay per Click campaigns instantly start delivering visitors and leads to the website, since it is a form of managed advertising on the search engines.
One of our clients is the leading Kinetico water filter distributor in Las Vegas, NV; Daytona, FL; Tampa, FL; and Orlando, FL ,with over 100 years of combined experience.
Even though they were investing approx $22,000 a month in AdWords clicks, they were only getting 78 leads a month, so their average cost per lead was $282.
They told us that in order to make their numbers work we needed to be able to acquire leads at $100 each. It was a tall order because that meant cutting their cost per lead by more than half, but when we went into their campaign and saw how much room for improvement there was we felt confident that we could reach their goal
COST PER LEAD
In January of 2014 their cost per lead was $282. After optimizing the campaign we were able to reduce their cost per lead to $110.23 (over $172 lower than the goal they had in mind). That’s a 60% decrease in their cost to acquire new leads.
Because we freed up a huge chunk of their budget by optimizing their campaign, we could acquire more high-quality leads for this client. We went from 78 leads a month to 200 while maintaining their monthly budget of $22000/month.
HOW WE DID IT
The first things we noticed was that for some of their keywords they had a really high bounce rate (i.e. the percentage of people staying on the website for just a few seconds). First, we went into their Google Analytics and used advanced segments to isolate their PPC traffic. Then we applied an advanced filter so we could see all the pages with a bounce rate over 50%. Finally, we sorted the results by number of visits so we could prioritize the keywords that were costing them the most money. Once we had a final list of the keywords that were sucking up all their budget and not producing results, we started analyzing the landing pages for each keyword. We quickly realized that people were being sent to the wrong landing pages. For example, people searching for “affordable water filter” were being sent to the page where they had one of the most expensive products.We went through the entire list to make sure that the landing pages people were presented with were relevant to the search terms they typed into Google. This had a major effect on conversions.
We looked into the Search Terms report, that shows the actual keywords people are searching for, and found that they were wasting thousands of dollars every month on bad keywords like “culligan water softener” and "hague water softener". These keywords were triggering their ads because they had a broad match keyword (“water filter”) and no negative keywords (such as jobs, campaign, ebay, eco etc). We fixed this and we immediately saw a very positive impact on the campaign.
We pulled a report of all the paid keywords that were generating sales and we sorted the results by number of sales per keyword. Then we created a landing page and and an individual ad for each keyword to improve the performance of these already high–performing keywords. When it comes to optimizing AdWords campaigns, it’s important to look for holes and fix them, but it’s equally important to look for what’s already working so you can do more of it and do it better. And a good PPC agency understand that optimizing an AdWords account is just half of the battle; the other half is optimizing the landing pages so more visitors turn into paying customers.
We used the Advanced Dimensions feature in AdWords like ad extension, call extension, location extension etc. This help us to increase sales by 28% in 4 months.
They were trying to A/B test ads, but they were doing it the wrong way: they were split testing six different ads per ad group (instead of two) and they had ad groups where some ads were converting at 1.9% and some at 0.2% (in this case there is a clear winner so it makes more sense to pause the ad that is performing at 0.2% and write an ad similar to the one performing at 1.9% to compete with it).
We ensure that there’s sufficient statistical relevancy before making alterations to any ads copies, keywords and landing pages. That is, be sure that our ads copies, keywords & landing pages have garnered enough impressions to make a valid decision based on our tests.
Do you want to talk about your PPC campaign? We’re here for you. Have a great day!