Pay Per Click Case Study – New Venture

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Click through rate - 11.3%
Average position - 1.3
Cost Per Acquisition - £17.36

The Client

• A growing range of specialist organic meats and other high quality food products
• Limited marketing budget
• Need to rapidly develop a high quality customer base

Our client specialises in supplying a high quality range of premium meat and other food products, where customers have the potential to regularly place repeat orders.

The client had supplied mail order, off-line for a number of years, they now decided to move their business on-line.

Having developed an effective website through which they could promote and sell their products, they needed to promote themselves effectively, but being a new initiative, budgets were tight, and needed to be used effectively.

New customers could be relied on to make repeat purchases, and typically, an average customer would be expected to spend around £500 a year, and deliver a gross Margin of around £100.

With this in mind, the following objectives were set:

• Reach an average position on the chosen search engine of between 1 and 2 on the front page
• Deliver a cost per acquisition of less than £25
• Ensure 100% delivery rate for the advert

The Approach

• Keyword analysis
• Campaign implementation
• Analysis & review of performance
• Develop campaign based on feedback

The first step was to review the keywords chosen by the client 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 the. On-line adverts were then created for each keyword group.

These advert/keyword combinations were then implemented on Google, and the new campaign launched.

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) 11.3%
• Average cost per click 38p
• Average advert position improved from 1.3
• Cost per conversion £17.36

Statistics were monitored for the month following the campaign going live. In view of the objectives, the following statistics were monitored:

• Numbers of website visitors
• Advert position
• Cost per click
• Cost per acquisition

At the end of Month 1, the position was as follows:

		Month 1
	Average ad position	2.3
	Number of website visitors	680
	Average cost per click	£0.31
	Cost per acquisition	£35.65

Although this did not meet the objectives, the following positive elements were noted:

• The advert was getting significant levels of exposure
• The campaign was delivering visitors with almost 700 visits in month 1
• The ad was consistently appearing on page one of Google

Detailed review of the situation identified actions needed to move the situation forward. These included both adjustments to the Adwords™ campaign, and Adjustments to the site to improve it from a marketing perspective.

The campaign was then left to run on, and by Month 3 the results had improved as follows:

		Month 1	Month 3
	Average ad position	2.3	1.3	Objective met
	Number of website visitors	680	1,541	Within Agreed Parameters
	Average cost per click	£0.31	£0.38	Within Agreed Parameters
	Cost per acquisition	£35.65	£17.28	Objective met

Summary

Pay-Per-Click, coupled with a good web presence, is an excellent tool for developing a cost effective promotional campaign.

Furthermore, active management, coupled with clear objectives and a sound understanding of the marketing process, allowed BSA WebWorks to deliver an effective and sustainable PPC campaign meeting all the clients objectives.