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Client Profile – Stein Diamonds
Gina Perry | October 13th, 2008
SteinDiamonds.com is a leader in the wholesale jewelry manufacturing business. They sell Certified Diamonds, Luxury Watches, Earrings & Pendants. Luxury jewelry is considered a difficult product to sell online. Customers usually prefer browsing online and buying in person. Stein Diamonds has broken this barrier. After a few years of search engine marketing Stein Diamonds turned to Wpromote to manage their Pay-Per-Click campaign. Their overall goal and directive with Wpromote was to cut back on inefficient spend across their Google campaign while maintaining a solid conversion rate. Over the past seven months their total overall cost lowered by an impressive 73% in Google alone. In Stein Diamond’s Google account last month, compared to the month prior to beginning with Wpromote, their cost per click has decreased by 46%, their conversion rate has remained solid and their average cost per conversion has decreased by 42%. As Wpromote actively works to improve the efficiency of this campaign, we are driving more traffic to the Stein Diamonds site at a continued lower cost and the volume of conversions have continued to increase each month moving forward. Wpromote has accomplished the directive for this account by lowering and eliminating areas of inefficient spend, raising high performing areas, expanding upon performing areas with additional products keywords and working to pause underperforming ads to maximize their conversion rate. Wpromote has also tested several new variables to improve Stein Diamonds ROI across thier Google campaign, such as introducing new ad text, channeling the content network and analyzing day Continue reading…
Landing Page Quality vs. Campaign Performance
Gina Perry | April 14th, 2008
The ongoing performance of a campaign is often determined in the long run by the landing page quality. Google has three main factors in determining an advertiser’s positioning within their algorithm: bid, historical click through rate and quality score. From an account manager’s perspective, there are various factors on our end that contribute to the success of a campaign, however, most reside in the landing page quality. The most common issue we run into is inadequate websites as far as relevant content, navigable links and load time to name a few. Google created these guidelines to make the user experience as amiable as possible. Therefore, the most important ways to improve your landing page quality and in turn, decrease your minimum bids, increase your positioning and quality score, is to take the following into consideration on your website: Relevant and Original Content Transparency Navigability As a search engine user, I am often deterred when I enter a website and one or more of these factors are not in place. This is directly related to the bounce rate seen across most websites, which could be drastically reduced with simple yet effective changes. An example that we have recently experienced involving landing page quality was with affiliate websites on Google. Google is now cracking down on all affiliate sites due to their poor landing page quality and undifferentiated traits on their sites. Consequently, these sites are being given a low quality score which is the direct cause of poor performance and high Continue reading…
