The stories that have been told about PPC and Google Adwords strategies can be quite confusing. These are two strategies that have been used and abused when it comes to online marketing. However, they have great results when they are done properly. In a world where PPC has been thought to be dead, you only need to get the best of SEO professionals to help you out. You will have an added advantage over your competitors who are not using PPC to bring in the extra bucks.
PPC advertising is a great way to bring in traffic to your website. However, it is not all that simple to get that done. How many times have you seen advertisements on a website and did not click to check what they were all about? The PPC campaigns can be carried out in-house, but then they will bring in biglosses if you are not doing it right. With the help of the finest SEO professionals, you can get that issue sorted out. This was the story of Holy Family Phat Diem (HFO), one of the biggest beneficiaries of this strategy.
HFO PPC woes
HFO is renowned across the globe for provision of premium quality custom designed religious statues and sculptures. They have also been providing a world class quality religious jewelry, medals and generally church supplies. They present these products to churches and even individual believers all over the world through their online and retail stores. When starting out, the business was doing so well but pulling a business out of the startup phase can be quite difficult.
The company wanted to expand its business on the online front. To do this, they went after the PPC strategy. Initially, they were managing their PPC campaigns by themselves. They were incurring biglosses from these campaigns. Traffic was able to rise significantly. They had about 31.46% of their website traffic coming from the PPC campaigns. Traffic alone is not helpful for business growth as they realized because the conversion rate was less than 0.5%. There is practically no return on investment.
If you are in such a situation, the best thing that you can do for your business is to seek professionals in PPC and Google Adwords. A company like Engage the Crowd LAis a great option to work with. They have been providing premium quality SEO services to businesses all over Los Angeles for a long time like Engage a Crowd LA. This is what HFO did; they sought the services of professionals to bring in sustainable online business by improving the performance of its PPC campaigns.
Strategy that was employed
The thing about PPC campaigns is that if they are done properly, they can be extremely profitable and bring in long-term sustainable revenues. The SEO experts did a thorough audit of HFO’s PPC campaigns and several issues were noted. Among these were:
- keywords used had a low Quality Score and a high Cost per Click
- Some keywords were grouped into irrelevant ad groups
- Only the generic and less relevant keywords were being used in the advertisements
- Landing pages were less relevant than a customer would desire
- Ads were being shown in the wrong target markets
- Very few negative keywords are present
Clearly, the problems were many as these were just some of them. The optimization efforts were prioritized with consideration to the most profitable product categories being made. These categories were optimized first and budgets were allocated in the same manner.
The existing keyword lists were broadened using PPC campaign keyword data, third party tools as well as analytics. These keywords were then put into groups based on their relevancy to product categories. Each keyword had its match types carefully determined to make sure that only the qualified traffic was being directed to the websites.
Results of the strategy
Any SEO related campaign needs to be monitored in order to make it perform better. The key performance indicators (KPIs) that were used to measure the success of this campaign were the conversions (sales) made during the period of time and the Cost per Acquisition. The campaign ran for a 34-week period and within this time the campaign saw some serious developments.
The number of sales from PPC campaigns rose by a staggering 410%. This was more than HFO had bargained for. The Cost per Acquisition saw a drop by 48%. This brought in considerable profits to the company within the first few months. Over the 34 weeks, the monitoring of the campaign revealed that the Quality Score of the keywords throughout the campaigns improved. The Cost per Click was also decreased mainly because the ad groups were restructured and optimized. With such results, you will definitely go back for more, right?