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Google AdWords - A Case Study

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 09 July 2012 in Google

So what can we expect from effective Google AdWords management?

Here is a case study from one of our clients.

The client sells online - products for pets. They sell online to the UK and Ireland, so geo-targetting is set up so that ads only appear to users in those countries. We took over the management of the account at the start of the year. January saw sales of £861.51 - the conversion rate (i.e. the percentage of visitors who completed a purchase was 1.15% and the per visit value was 27p.



Without any budget increase, by June the corresponding numbers were : sales of £2.456.90 with a conversion rate of 2.16% and a per visit value of 45p - not bad in six months.



So how is this achieved?

Clearly, there are a number of factors at play, and they work in combination. But the starting point is getting the visitor tracking up to speed. Knowing which visitors are buying and which are not is fundamental. Through the correct installation and integration of Google Analytics with the Google AdWords account, we have been able to identify the strengths and weaknesses of the campaigns. Essentially, we then do more of what works, and less of what doesn't.

We have also been able to identify weaknesses on the web site itself - some pages were working better than others. We are currently testing different versions of the landing pages to see whether we can squeeze more conversions out of the existing traffic.

These core principles can be applied to any online campaign. All visitors to a we bite can be tracked - it doesn't matter if they come from a banner ad on another site, or from facebook advertising, or from emailings - just so long as the links are set up correctly, Google Analytics will track them.

And as this client has found, with correct management, budgets can be made to work much harder.

We currently have a Special Offer for Google AdWords - with €150 of FREE credit available for new clients. Why not ask us to look at how Google AdWords could work for your business? Alternatively, if you have an AdWords campaign that you feel is under performing - why not ask us to take a look at it and recommend improvements? You too could be looking at a sales graph like this one by then end of the year!



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