September 27, 2023

Pay-Per-Click (PPC) Management Services: Helping Small Businesses Generate Hundreds of Qualified Leads and Sales through Google AdWords

Are you a small business struggling to generate leads and sales? Do you want to maximize your advertising budget to reach your target audience? Look no further than Pay-Per-Click (PPC) Management Services, specifically Google AdWords.

For those who are unfamiliar with Google AdWords, it is a search engine advertising platform that allows businesses to run text ads on Google and video/display ads. When a user searches for something on Google, they will see a mixture of paid ads and organic listings. This case study focuses on the power of search engine ads, or the listings in the red box on Google.

Why should you advertise on search engines? It’s simple. Search engine marketing is the most powerful form of advertising available today. You can advertise directly to people who are searching for your product or service, making it easier to generate leads and sales.

Let’s take a look at two case studies to prove the effectiveness of PPC Management Services.

Case Study 1: Local Gym A local gym contacted us for advertising services for a new location they were opening. They were entering a market where people would be completely unfamiliar with their name. We recommended a search engine marketing campaign to advertise directly to people searching for a gym membership in their geographic location. Within 90 days, we generated:

  • 16,590 impressions
  • 1,129 clicks
  • 210 lead conversions (20%+ conversion rate)
  • $4.34 average cost-per-lead
  • Total Ad Spend: $905.00

Case Study 2: National Trucking Company A national trucking company sells contractor trucks to landscapers, electricians, etc. Prior to contacting us, they advertised primarily in magazines and trade shows. We showed them the power of search engine marketing and developed the most effective campaign for them. Within a specific timeframe, we generated:

  • 646,212 impressions
  • 9,721 clicks
  • 74 conversions
  • $178.83 cost-per-lead (trucks sell for $5000-$30,000)
  • Total Ad spend: $14,000

While the cost-per-lead was higher in this case study, the value of one customer for this particular brand was around $30,000. Therefore, even if they converted 1 out of every 5 leads, they would have spent $1000 to generate $30,000 in revenue.

Remarketing: The Secret to Increasing Conversion Rates Now, let’s dive into the secret to dramatically increasing conversion rates. In one of our campaigns, we had a significantly lower acquisition cost for leads ($30 per lead). Why? We used remarketing.

Remarketing is a powerful search engine marketing technique that targets display ads at people who recently visited your website or are on your email list. For this campaign, we only targeted people who recently visited the client’s website. Remarketing ads will not appear on search engines but will display on websites partnered with Google, which consists of millions of different websites such as Forbes, Business Insider, Ask, CNBC, YouTube, and more.

We hope you use this secret to maximize your Google AdWords campaign.

E-Commerce Campaigns: The Next Frontier Lastly, let’s discuss e-commerce campaigns. E-commerce businesses have a unique advantage in search engine marketing because they can track the entire customer journey from search to purchase. This allows for more targeted advertising and can lead to higher conversion rates.

In one e-commerce case study, we recommended a campaign that targets keywords related to specific products and product categories. Within a specific timeframe, we generated:

  • 1,785,295 impressions
  • 20,119 clicks
  • 3,228 conversions

Case Study: Boosting eCommerce Sales through Search Engine Marketing

If you’re an eCommerce addict looking to boost your online sales, then search engine marketing (SEM) is a must-have in your marketing strategy. Even if you have a low-priced product, you can still benefit from Google AdWords as it offers an excellent opportunity to drive more conversions to your website and develop your brand. In this case study, we’ll examine how a perfume and cologne brand leveraged SEM to grow its sales and strengthen its online presence.

The brand had been using Amazon to sell its products but wanted to drive more traffic and conversions to its website. We were approached to develop an SEM campaign that would help the brand achieve its goals. Within the first two months of the campaign, the brand began seeing results, including:

  • 146,736 impressions
  • 2,672 clicks
  • 72 conversions
  • $12.19 average cost per conversion ($30 product)
  • Total Ad Spend: $840.18

We also used our secret sauce, remarketing, to further decrease the cost per conversion to $9.38 per sale. Remarketing ads allow you to target customers who have already visited your website, which can increase your conversion rate and ROI.

Our success with this brand and other clients in different industries proves that SEM can work for any business, regardless of its size or niche. However, it’s essential to understand that success with SEM requires time, experience, and knowledge. It’s common for businesses to approach us after having wasted thousands of dollars on Google Ads without seeing any results. This is often due to a lack of strategy, knowledge, or analytical insight.

To be successful with SEM, you need to have a strategy in place. At our agency, we have a five-phase strategy development process that we use to deliver optimal results for our clients. Let’s dive into each phase to give you a better understanding of our approach.

Phase 1: Research of Customers, Keywords, and Competitors

Before launching any SEM campaign, we start with research. We need to understand who your customers are, what they are searching for, and how your competitors are targeting them. To do this, we’ll ask you to put yourself in your customers’ shoes and tell us what you would search for if you were looking for a business like yours.

We use this information to identify the most relevant keyword phrases for your business. We’ll then analyze your competition for the keywords we’ve selected, measure competition levels, and estimate the cost per click. This helps us develop a winning strategy that will help you outperform your competition.

Phase 2: Development of Your Search Engine Advertising Strategy

In this phase, we develop a defined advertising strategy that consists of campaign types, ad funnels, ad messaging, and more. We ensure that we’re using the optimal campaign type, ad funnel, and messaging to deliver the most results for your business.

Phase 3: Implementation of Advertising Strategy

Once we’ve developed the strategy, we’ll implement it. This involves setting up the search engine advertising campaign, developing a timeline for execution, and setting benchmarks. We’ll take care of all the technical work, including ad extensions, bid strategies, frequency capping, experiments, custom audience setup, and conversion tracking.

Phase 4: Measurement and Reporting

Measurement and reporting are crucial to the success of your SEM campaign. We provide our clients with a suite of analytics tools that break down conversion tracking, cost per conversion, highest performing ads, and more. This data allows you to make informed decisions about your campaign and optimize it accordingly. If a campaign is optimized and producing substantial results, we’ll increase the budget. If not, we’ll continue to A/B split test until we find the sweet spot.

Phase 5: Optimization Lifecycle

What is A/B split testing?

A/B split testing is the process of making small variations to your ad campaign to see if it will positively impact results. This could consist of tweaking the ad text, graphics, targeting, and much more. We’d rely on the data collected in the Measurement and Reporting phase to make informed decisions on where to make tweaks.

One of the most critical components of search engine advertising is ongoing optimization. This is because we can always improve performance, and our competition can always improve theirs. It’s a continuous cycle of improvement, and one that we take seriously.

We’ve seen the biggest successes in eCommerce through ongoing optimization. It’s amazing how small tweaks to campaigns can make a big impact on results. And this is why we strongly suggest that our clients look at a minimum of 6 months of campaign management.

Is Search Engine Advertising Right for You?

In this case study, we’ve shown you examples of how we’ve helped a brick-and-mortar, B2B, and eCommerce company to achieve results through search engine advertising. We hope you now understand how powerful this marketing tactic can be.

But, it’s not right for everyone.

Here are some of the characteristics that would make for a successful search engine advertising campaign:

-You have an adequate budget -You have a website that can convert traffic into sales -You have a sales funnel that can lead your visitors to conversion -You are in a niche or industry with search volume

If this sounds like you, then search engine advertising could be a game-changer for your business.

Are You Ready to Take the Next Step?

If you’re ready to take your business to the next level, contact us to discuss your search engine advertising needs. We’ll take the time to understand your business, your goals, and your budget to develop a winning strategy that will help you achieve success.

Don’t settle for less than the best. Work with the experts at Marketing Kopi and let us help you achieve your business goals through search engine advertising.

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