Case Study – Pay Per Click
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Click through rate up by over 8 percentage points
Average cost per click down by 43%
Total campaign click-throughs up 2900%
The Client – Cosmeticare
- Offering non surgical cosmetic treatments
- Dedicated to utilising state of the art techniques
- Focused on developing a local client base
Cosmeticare specialise in non-surgical cosmetic treatments, in particular anti-wrinkle and filler
injections such as Botox® and Restylane and Juvederm.
They also offer the latest laser treatments, from skin rejuvenation to unwanted hair removal and perspiration prevention (Hyperhidrosis).
Their doctors offer ethical and professional advice delivered in a safe, friendly and clinical environment. Clients have a free consultation on their first visit to ensure they receive the right treatment for their individual needs. Operating to strict clinical standards, at Cosmeticare client safety is the key concern.
Cosmeticare had identified the web and Pay Per Click (PPC) as potential medium for promoting their services, and already had a good website which accurately presented their offering.
Cosmeticare started a Pay Per Click campaign with Google Adwords™ using in-house resources.
however they were not convinced that this was operating efficiently, and so took the decision to
bring in BSA WebWorks to optimise the PPC programme.
The Webworks Approach
- Keyword analysis
- Campaign implementation
- Analysis & review of performance
STEP 1 - Keyword analysis
The first step was to review the keywords chosen by Cosmeticare to target their advert delivery.
This resulted in a list of keywords which were likely to be used by potential clients when searching for the types of services offered by Cosmeticare. These were then combined with relevant geographical keywords and grouped appropriately. On-line adverts were then created for each keyword group.
STEP 2 - Campaign implementation
These advert/keyword combinations were then implemented on Google, and the new campaign launched.
STEP 3 - Analysis & review
The performance of these ads were then continually reviewed over the coming months, and adjusted to maximise the efficiency of the campaign.
The Results
- Average click through rates (CTR) increased from 4.8% to 13.6%
- Average cost per click reduced from 64p to 37p
- Average advert position improved from 2.8 to 2.0
Statistics were monitored one month before (April 2005) and for one month after (June 2005) the campaign was actively managed by BSA WebWorks. Statistics were monitored specifically for one advert which was running both before and after the commencement of BSA’s Adwords™ management activity.
In addition, the effectiveness of the overall campaign was also monitored.
The comparative statistics are detailed below:
| Specific Ad Group | April 2005 |
June 2005 |
|||
| Average cost per click |
£0.62 |
£0.32 |
50% reduction | ||
| Average click through rate (CTR) |
4.8% |
13.6% |
8.8% improvement |
||
| Average position | 2.8 |
2.0 |
28% improvement | ||
| Total Campaign | |||||
| Total click-throughs per month* | 5 |
151 |
2900% increase in click-throughs | ||
*Based on an unchanged daily budget.
In addition, prior to the active management of the account, the conversion rate (Percentage of searchers accessing the Cosmeticare enquiry page) was not measured. This is now measured, and for the month toSummary
Pay-Per-Click, coupled with a good web presence, is an excellent tool for developing a cost effective promotional campaign.
Furthermore, active management of the campaign can deliver significant improvement in campaign effectiveness.
Although it is true that anyone can set up and run an Adwords™ campaign, active, professional management can really increase the chances of a campaign succeeding.