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PPC Management (Pay Per Click)

A Case Study


When it comes to PPC Management, the secret to our success has been focusing on conversion versus clicks. We really could care less about clicks. In fact, our goal is to make our Ads repugnant to those who might click just to 'kick the tires', and irresistible to actual buyers!

So, how do you do that? You test your keywords and your ad variations. Here are some of our plays:


  1. Identify the top 1 to 5 keywords by conversion volume for an Ad Group (look for the natural split, otherwise cap it at 5). Each dissimilar keyword should have a separate Ad Group with same Ads as original and a new one specific to this keyword. Perform AB Testing to maximize conversion. [Purpose: Find opportunity to improve top performing keywords in an Ad Group]
  2. If a keyword is not in the top 1 or 5 keywords AND it has over 100 impressions AND it has at least one (1) conversion AND is below what we call the Conversion Value Threshold*, add similar keywords to this Ad Group. If not, remove/pause keyword. [Purpose: Find additional keywords to improve an Ad Group]
  3. Optimization of Web Sales Process requires AB Testing of Landing Pages. [Purpose: Maximize AdWords Conversions and Goals] see AB Testing Case Study

Using our PPC Management playbook and daily effort, we've been able to surpass our client's goals month after month. The goals are expressed like this:

Aggregate Daily Conversions for X Campaign Above 200 with average Cost per Conversion below $7.00.


We created an AdWords tool to help you manage your own AdWords campaigns. It's called Baddlewords. Check it out!

*Conversion Value Threshold means the Cost Per Conversion cannot exceed the Contribution Margin multiplied by the Expected Close Rate - in other words, what we accept as the maximum value of a visitor taking a specific action (i.e. arriving on a predetermined Web page, requesting a quote or completing a purchase).


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Google AdWords Qualified Professional


Client Profile:

This client is a large automotive/trailer manufacturer/retailer with 22 locations across the country. They've been in business for over 20 years, most of which were manufacturing only.


Project:

Manage a $50,000 per Month AdWords Budget


Goal:

Increase Sales Leads Conversion While Simultaneously Decreasing Cost Per Conversion


Cases/Methods

Learn how we get things done for our clients. Everything we do is measurable. If we can't test it, we don't do it!