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Posts Tagged ‘PPC Management’
Client Profile – Zenni: Increasing Revenue Through Campaign Restructuring And Integrated Management
Marcy Zuendel | November 29th, 2011
Situation: Zenni, an online retailer of prescription eyeglasses, was looking for a single agency to manage their PPC and Media Buying campaigns in order to bring a higher level of optimization and cohesiveness across campaigns, which they weren’t able to achieve using multiple management sources. With the ultimate goal of increasing revenue month over month, Zenni came to Wpromote because of our proven success in managing Online Marketing campaigns using an integrated approach, and SCORETM Method. Challenges: While Zenni had great history within their existing PPC campaigns, comprehensive restructuring and cleanup of their account was needed in order to further optimize and extract additional revenue. Zenni, being in a highly saturated industry where competitors were getting more and more aggressive, would also need innovative ways to expand their Online Marketing efforts in order to maintain their status as a major player in their field. Strategy: To begin, a complete overhaul of their PPC campaign structure was executed. Campaigns perform differently based upon their settings. Therefore, in order to best optimize the account, campaigns were separated out by devices – mobile, tablets and computers – and then both brand and non-brand campaigns were created for each device. Networks were also separated into their own dedicated search and display campaigns so that data could be analyzed individually and campaigns enhanced accordingly. While Zenni had conversion tracking set up, inaccuracies were found within their data, so conversion tracking was corrected prior to launch. In order to fully evaluate their marketing efforts, revenue tracking Continue reading…
Tags: Case Study, Media Buying, PPC Management, Zenni Optical
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Client Profile – PetFlow: Lowering CPA While Decreasing Spend
Marissa Allen | March 16th, 2011
Situation: PetFlow, a newly established online pet food delivery service, was looking for an SEM agency to maximize their marketing efforts and ensure company growth. PetFlow had recently launched their PPC campaign, but realized they needed help in lowering their CPA and finding new ways to expand their campaign to capitalize on every marketing dollar spent. Challenges: PetFlow had an existing PPC campaign that was converting well after just a few months of launching, but unfortunately it was converting at a high CPA. Being a newly established business within a competitive industry, PetFlow needed a way to lower their CPA without increasing their overall advertising spend. With two types of orders, single purchases and recurring service purchases, PetFlow also needed a custom way to track and differentiate revenue by order type. Strategy: To begin, we performed an in-depth audit of the clients existing campaign and looked for areas to expand and improve upon. After performing the audit, we discovered many of their ads were general and not targeted to a specific brand or category they were advertising under. We also noticed that many of their ads were driving traffic to either the homepage or other general landing pages, instead of directing the user straight to the product they had been searching for. A comprehensive build out of their account into two campaigns, brand and category, was needed in order to customize their ads and keywords accordingly. By working with the client, we would create brand specific ads that would lead Continue reading…
Client Profile – SwimsuitsForAll.com
Marissa Allen | November 8th, 2010
SwimsuitsForAll.com was founded in 2004 on one basic principle, to offer an easy way to shop for quality swimwear and accessories that work for real women’s sizes 8 and up. With their amazing inventory of fashionable swimwear, their easy-fit guides and personal consultants, SwimsuitsForAll.com has been successful in helping thousands of women find the right swimwear to fit their bodies, styles and budgets. Taking pride in their customer service they offer email and live support, easy exchange and return policies, express and international shipping and a low-price guarantee, all to ensure that your shopping experience is worry-free. With the goal to continue increasing their revenue, SwimsuitsForAll.com came to Wpromote in July looking for ways to further expand their online advertising and to ensure they were making the most of their existing PPC advertising spend. Wpromote analyzed their existing campaign and determined that an aggressive content campaign was needed to boost brand awareness and recognition. Wpromote also enabled revenue tracking on SwimsuitsForAll.com’s campaign so they could see ROI across the board in the search engines. In their first month with Wpromote, their number of conversions tripled from 384 in July 2009 to 1206 in July 2010. Wpromote continued to optimize their campaign by linking their Adwords account to their Google Merchant account so that images would appear in their sponsored listings. This helped attribute a notable rise in total volume and overall conversions during the client’s typical off-season. Compared to last fall, conversions have increased by 46% in August, 242% in Continue reading…
Integrated Search Marketing Case Study – Lumineers
Jamie Lane | August 17th, 2010
Situation The leading provider of painless, porcelain veneers, Lumineers started working with Wpromote in 2008. Despite positive results, the company knew its online marketing needed improvement. With nearly all its traffic generated from branded keywords, a poorly optimized site, and a landing page that hadn’t been properly tested, Lumineers hired Wpromote to take over its PPC campaign, design and execute an SEO strategy, and execute landing page optimization tests through our PagePerfect service. Challenges In the beginning, Lumineers was spending 42% of their PPC budget on the branded term ‘lumineers,’ nearly all in Google. It also had a minimal presence on content sites. Likewise, as Lumineers’ domain is younger than that of many competitors, it was at a disadvantage when it came to SEO. Finally, it was clear that Lumineers’ landing page was not converting as well as possible. All in all, there was tremendous opportunity to diversify traffic and boost conversions. Strategy PagePerfect (Landing Page Optimization) Once SEO was underway, we turned our focus to Lumineers’ landing page. We devised eight combinations of new images and copy we felt would boost conversions and performed a multivariate test using our proprietary optimization process. PPC Our first step was to expand Lumineers’ keyword lists to target long-tail and exact and phrase-match opportunities. Next, we enhanced their presence in Yahoo, MSN, and the Google content network. SEO Lumineers’ was in the process of a website redesign. We consulted the company on creating SEO-friendly pages and implemented 301 redirects to preserve rankings. Next, Continue reading…
Tags: Case Study, Landing Page Optimization, PPC Management, SEO
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Case Study – Withers Dental
Amanda Moshier | July 12th, 2010
A local dentistry practice in Manhattan Beach, CA, Withers Dental came to Wpromote in 2009 with the knowledge that the days of relying on the Yellow Pages to grow its business were numbered. Upon learning over 1,000 Internet users every month were searching for the term “Manhattan Beach dentist,” Dr. Withers knew it was time to advertise online. Challenges Dr. Withers was wary of investing in online marketing with no experience or proof it would turn a profit for his business. In turn, Wpromote designed a search marketing campaign customized to produce results with a moderate initial spend. Strategy Analyzed niche, goals, and budget After identifying Dr. Withers budget, we prioritized his marketing goals: a website and small Pay-Per-Click (PPC) campaign in the short term and valuable organic rankings down the line. Through keyword research and competitor analysis, we determined how to allocate the budget based on the minimum projected cost of seeing a return on PPC. Designed a comprehensive search engine marketing campaign With an idea of how to leverage Dr. Withers’ budget for maximum results, we recommended a comprehensive search engine marketing campaign composed of three key components: an attractive website, an entry-level PPC campaign, and basic SEO consulting on site structure and content to help set the stage for strong organic rankings. Developed an attractive, professional web presence The first step in establishing a strong presence for Withers Dental online was the creation of a useful and aesthetically-pleasing website to highlight all available services and drive users Continue reading…
Client Profile – Quartermaster
Marissa Allen | February 2nd, 2010
One of Wpromote’s top performing clients, Quartermaster, is a leader in high quality and affordable equipment for law enforcement, military, security and a wide range of public safety professionals and organizations. From police boots to body armor to handcuffs, for over 35 years Quartermaster has offered the best deals in the industry. Striving to meet all of its customers’ shopping needs, Quartermaster carries the world’s most recognized brands available, as well as its superior LawPro® brand, available exclusively at Quartermaster. It is not only the quality of its products, but also the exceptional customer service that makes Quartermaster standout from its competitors. Taking great pride in its professional and knowledgeable team members, Quartermaster ensures the best client experience possible through guaranteed low prices, fast delivery, reliable service, and unmatched product quality. With retail locations in California and Nevada, Quartermaster offers a wide selection of one-of-a-kind gear and apparel at prices you can’t beat. No matter if you are a small security agency looking for uniforms for your team or a large metropolitan police department seeking equipment for your entire force, Quartermaster is here to meet all of your shopping needs. If you want to experience the Quartermaster advantage, visit www.quartermasteruniforms.com today! In need of comprehensive online advertising services to help boost their online sales, Quartermaster joined the Wpromote family as a PPC client several months ago. Wpromote’s expertly managed paid search campaign in both Google and Yahoo has resulted in significant gains for Quartermaster in several key areas. From September Continue reading…
