Case Study #1: “Campaign Cost Decreased by 73% and CTR Increased 45 Times”

The Website: Maintenance-One.com

The Problems:

• Our client was paying way too much for each click ($2.57).
• The ads they were using weren’t attractive so only 1 in 2,000 people was clicking on the ads. The click-through rate was extremely low (0.06%).

What We Did:

• We got rid of all the keywords that weren’t making our client money.
• We used negative keywords to filter out unqualified searchers.
• We included the keywords in our ads to obtain a higher Quality Score. This significantly lowered the cost per click.
• We added a lot of very targeted keywords to the campaign.
• We filtered out “research” keywords (people that are researching the options in the market) and we went after “action” keywords (prospects that are ready to buy).
• Our copywriter created very compelling ads.

The Results:

• Our client now pays $0.68 per click instead of $2.57 (73% less!)
• Their ads are now clicked by 1 out of 38 people instead of 1 out of 2,000.

The Proof:

Cost per Click went from $2.57 to $0.68.

Click-Through Rate went from 0.06% to 2.57%.

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Case Study #2: “PPC Cost Reduced to ¼”

The Website: TotalWellnessSolution.ca

The Problems:

• The campaign was full of broad keywords. Some search terms were completely neglected.
• The Quality Score was extremely low, which made the clicks very expensive.
• The ads had a very low click-through rate (CTR), which increased the cost of the clicks.

What We Did:

• We used advanced keyword research tactics to come up with hundreds of very relevant keywords. Instead of using popular keywords only (such as “Ontario chiropractor”), we went after all the symptoms this chiropractor treats (such as “chronic back pain” and “chronic fatigue”). We also used a lot of synonyms and ended up with a list of over 5,000 keywords that have good traffic and no competition, which means that our client gets extremely targeted prospects paying around $0.20/click, something that most people would consider impossible in this industry.
• We wrote one ad per keyword using our proprietary software, which helped us increase the Quality Score and CTR, which lowered the click prices from $1.21 to $0.29.

The Results:

• This client now gets twice as much traffic and pays ¼ of what they used to pay.

The Proof:

The Cost-per-Click dropped from $1.21 to $0.29.

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Case Study #3: “4 Times More Leads for ½ the Cost”

The Website: UKMigrationLawyers.co.uk

The Problems:

• All the traffic was arriving to the same page and this page wasn’t relevant to everyone. Most people were leaving the site without taking action, and our client was paying for all this traffic.
• The ads this client had were really bad, and they were getting no clicks.
• This client was using beginner’s bidding tactics, which caused them to pay too much for their traffic.

What We Did:

• We identified their main traffic segments. We created a landing page for each of these segments and starting sending people to the right landing page according to their needs. Visitors are now taken to the right landing page according to the keywords they search for and they are shown a marketing message that is tailored to their needs. Different groups of people need different marketing approaches.
• We tested over 650 ads, learned what worked and what didn’t work. We finally picked the winning ad and that’s the one we currently use. The new ad performs 61 times better than the old ad.
• We started using advanced bidding tactics and we figured out the perfect bid for each keyword. This allows our client to get as much traffic as possible paying as little as possible.

The Results:

• The conversion rate multiplied by over 4 (this client gets 4 times more leads now).
• The click-through rate (CTR) multiplied by 61, which dramatically decreased the campaign costs.
• The cost-per-click (CPC) dropped from $0.82 to $0.37.

The Proof:

Conversion Rate increased from 4.12% to 18.52%.

CTR increased from 0.19% to 10.37%.

Cost per Click dropped from $0.82 to $0.37.