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PPC Case Studies

Retail

In four months, we achieved 150% increase on the campaign ROI.

Client:
The client is a wedding planning consultant and sells an exhaustive range of elegant decorations to U.S based audience. Besides the huge collection of products, the client's website also specializes in customization of selected products.

Challenge:
The existing PPC campaign had a high Cost-Per-Acquisition (CPA). The first challenge was to break even.

The second was to negate the discounted pricing strategy adopted by the competitors, which was resulting in low profit margins. This also increased the gestation period required to reach the break even point.

Considering the seasonal nature of the business, with majority of the weddings being solemnized in Spring and Fall, the challenge was to prepare a strategy which achieved its peak in a stipulated time. The strategy should also address the purchasing trend of some buyers, who tend to plan their purchases in advance.

• Market Potentials
  On an average, 2.5 Million marriages are solemnized every year, in the US, generating a revenue of $7.9 Billion per annum to the Online wedding domain. The industry is expected to grow steadily and continue to cover a significant portion of the economies. This has attracted entrepreneurs and given way to multiple smaller enterprises like caterers, wedding consultants, wedding dress suppliers, various beauty suppliers (hair, makeup), photographers, favors/bridesmaids, etc.

  These niche businesses, apart from the direct full line competitors, offer a stiff competition to the wedding suppliers. Statistically consuming around 32%, 31%, 29%, respectively, of the total wedding purchase.

Solution:
Based on the demographic information, as deduced from a detailed research, an effective Ad text was prepared to catch the users' attention. The research also identified the most searched items and provided inputs to prepare an effective Landing Pages. This information was employed to develop targeted landing pages for the campaign.

To showcase the product quality (which was noticeably very good) and to attract the attention of the customers, the complementary products were also featured on the landing pages. This strategy was aimed at establishing a large volume of repeat sales.

For increasing the landscape of the business, a few market places other than Search Engines were also targeted. They were MIVA, Shopzilla, Shoping.com, Yahoo Overture, and a few more. The marketing budget was evenly distributed amongst the varied market places.

Medicine and Healthcare

Bounce rate was reduced from an alarming 80% to an acceptable 30% in 10 weeks.

Client:
The client has a seating equipment website which is part of the US medical equipment market. It was a new website servicing a niche market.

Challenge:
The existing PPC campaign was characterized by high bounce rate, and thus a high Cost-Per-Acquisition (CPA). There was mismanagement of the campaign network, a sure resource drainer.

• Market Potentials
  Online sales for medical equipment has drastically increased to double in 2007 and served an invitation to all the related businesses to invest. The industry is booming in terms of both, the providers and the consumers.

  A research on the factors for this trend has proved as, the difference in the features of the products. Now the modernization also falls along the characteristics of the equipment, making it appealing to the buyers. These equipment now are produced considering the end users behavior (the customers of the health institutes).

  The most appealing feature of the equipment (Chairs, beds, etc) range nowhere around their durability, but the presentation. This relates psychologically to healing the patients with a positive environment.
  Internet serving the absolute range of creative products, has groomed the market trends of this industry.

Solution:
Considering the exhaustive range of products and the client's restricted deadline for achieving set performance standards, the existing PPC marketing campaign was recommended to be continued.

The immediate requirement was to transition the campaign (Non Content Network) and research sales generating keyword. Work on Ad text creation and design of effective landing page was carried out concurrently.

We conducted a series of multivariate tests to study the user behavior and establish a trend. This helped us in understanding the user behavior pattern and was used to our benefit.

Results: Following were the notable achievements:

• Impressions showed a radical increase in numbers.
• Click-Through-Rate (CTR) increased by 3 times.
• The number of users 'signing in' was doubled.
• The average time spent on the website was doubled in a month.

Our targeted and systematic approach was manifested in the optimized Adword analytics of the campaign.

Information Tech

A total of 240 leads were generated for a competitive cost of USD 1500.

Client:
The client is an established Software development company based in India. They have serviced many organizations in the domestic market and have earned authoritative testimonials. The client wanted to scale up their business on a global domain, to promote their services, with specific interest in US and UK markets.

Challenge:
As the client had not targeted International audience with their existing website, a modified and better targeted version was required.

With the US and UK software development market reaching a saturation point, it was a challenge to promote a new business against the established players.

The client was skeptical about investing a lot of money in the start, and intended to increase the budget once the benefits started showing up. The challenge here was to develop a strategy to promote the business effectively and reap the benefits from the inception of the web marketing campaign.

• Market Potentials
  Offering Software development as a service is rapidly gaining ground in the outsourcing market, attributed to the lower expense rates and increased opportunities of the business.

  With huge resources of technical experts, India is experiencing a massive growth in the number of professional software developers as annual growth rates of 25.6%. This growing supply of inexpensive IT talent attracts large parts of outsourcing IT infrastructures, for U.S. and European companies.

  The stiff competition of this market experts, and the regularly updated versions of the services keeps it inordinately difficult to maintain performance on Internet.

Solution:
We had the requisite hands on experience in managing marketing campaigns for IT domain, as we fall under the same category. Most of the brainstorming and planning for the advertisement was performed in the beginning of the campaign, basis our clients objectives.

Our strategy was to start with a study of the targeted visitors profile on basis of the services offered and the most searched keywords. The keywords were decided, in sync with the theme of the landing page. The Ad texts were designed to attract classified visitors.

We designed a landing page for the visitors, and a few more pages were added to it, to enable a user to find all the relevant information needed. All these pages adhered to the characteristics of a quality sales page. We used the case studies and accreditations of their client as a strength to create a positive impact.

We attempted to addresses all the preliminary inquiries of the targeted audience on these landing pages. This was essential to make sure that the website started generating revenue from the beginning.

Results:
The concerted campaign efforts resulted in the peak performance throughout the campaign duration. Within a month, a remarkable number of 240 lead contacts were received. The Cost per lead generated via the Paid campaign was well within the acceptable limit.

It may be concluded that, we were able to attract significant number of classified visitors and were able to convert them to generate revenue.