Case Study 1 – Improving ROI
Our Ecommerce client was getting a negative ROI in Google AdWords. Our goal was to turn that around and accomplish a significant positive ROI and grow sales volume.
We identified major campaign inefficiencies – from poor keyword selection, to messaging misalignment, mapping issues, and poor budget allocation. We then formulated a restructure to address these issues utilizing Brand/Non Brand search segmentation, Remarketing, and Product Listing Ads.
Within a month, ROI jumped up to 2 to 1, and later during the holidays peaked at over 8 to 1. Post-holiday season, the campaigns maintained over a 4 to 1 ROI.
Case Study 2 – Overall Campaign Improvement
Revamp our SaaS client’s PPC campaigns to improve performance overall and turn it into a significant marketing channel.
After extensive research into their data, search queries, and ads, we formulated and launched a campaign restructure carrying out best practices, capturing only their best quality traffic and cutting out the waste. Beyond that we began implementing new landing pages tests and offered segmented landing pages based on the search themes to help improve conversion rate.
Year over year Lead volume increased by 533%, while CPA decreased by 51%.
Case Study 3* – Tailoring to Business Needs
This self storage client was looking to accomplish three things: Grow Reservation volume, grow Move-In volume, and decrease Cost-Per-Acquisition.
We developed a comprehensive approach with restructuring the campaigns to accommodate both the hyper-local and national needs of a company that has over 500 locations across the country. To do this, we created a two-tiered desktop and mobile campaign structure that applied location targeting by state, city, and zip code radius levels, while also providing for national targeting with geo-modified keywords. We were then able to create targeted headlines, display URLs and landing pages that aligned perfectly with user intent and optimized accordingly.
The results were phenomenal. Reservation and Move-In volume increased by 350%, while CPA decreased by 34%!
*This was not an EMI client, but rather, a client that I managed while previously employed at a leading digital marketing agecy