PPC Case Study: Reducing the Cost per Conversion (CPC)
ExtraDigital provided PPC services to Welco from June 2010
ExtraDigital helped Welco reduce the cost per conversion 4.5 times
PPC Client
Welco (part of the Brady group) sells industrial and commercial workplace equipment.The company had already been running a Google Adwords campaign. they had just upgraded their website to the latest Enterprise Magento platform and were looking for an experienced PPC agency to further improve the account’s performance.
PPC Objective
Following tha launch of new eCommerce store using the open source Magento platform, the PPC objective was to significantly improve conversion figures by increasing conversion rate, reducing the cost per conversion and increasing the number of transactions.
ExtraDigital PPC Approach
ExtraDigital took the following approach, combing both strategic planing and operational management of the account.
- Comprehensive review of the PPC campaign including running reports followed by performance analysis
- Initial AdWords account optimisation
- Enabling conversion tracking for three types of conversions: sales, catalogue requests and contact forms.
- Re-structuring the existing campaign
- Performing a detailed keyword/market research in order to identify important terms or keywords that are missing in the current campaign
- Adding a new products campaign
- Ad copy optimisation: new ads tested, poor performing ads edited or paused
- New landing pages tested using AB testing
- Bid management at ad group level and keyword level
- Multiple reports run in order to calculate profit and ROI at campaign / ad group / keyword level
ExtraDigital PPC Results for online shop
Within the first month the results exceeded the initial targets set.
- All Major KPI’s were considerably improved starting with the first month of this work
- Cost per conversion reduced by 77%
Effective PPC management will give significant increases to existing campaign performance and the increased revenue from PPC campaigns will be significantly more than the PPC management fee.
ExtraDigital have expertise in managing PPC campaigns for many Magento eCommerce stores and we understand the opportunities available to produce feeds from the Magento platform and how to create optimised landing pages and AB testing.
Reviewed by Rachel Cornish
