Case Studies
Auto Transportation Service
Summary: Auto transportation is a highly competitive industry that relies on attracting new customers versus retaining previous customers in the retail sector. The primary keywords are expensive and the main source of client leads.
Legend:
- Impressions - How many times your ad is displayed to search engine users
- Clicks - How many times your ad is clicked by a user
- CTR - Click-Through-Rate is the rate at which your ad being displayed results in an action taken
- Average CPC - Cost-Per-Click is the average dollar cost for every click of the ad
- Average Position - The average position at which your ad is displayed in search engine result pages
- Ad $ per order - Ad dollars spent per order
November 2006: Basic pay per click campaign created and managed by the Auto Transportation company's on-site staff.
| Impressions | CTR | Avg. CPC | Avg. Pos | Orders | Ad $ per order | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 140,000 | 0.99% | $2.88 | 6.2 | 80 | $100 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
February 2007: Company hires an SEO firm to optimize their Web pages and do basic Pay-per-click campaign management. Spending increases, impressions rise, and average cost-per-click is brought down. Click through ratio falls due to the fact that the audience reach is much wider and may reach those that are not potential customers. Average advertising dollars per order also rises dramatically, not scaling well with increase in budget.
| Impressions | CTR | Avg. CPC | Avg. Pos | Orders | Ad $ per order | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 430,000 | 0.65% | $2.26 | 4.8 | 100 | $130 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
June 2007: The company is unsatisfied with their online presence management firm and approaches Peak Delta to relaunch their campaign. Following Peak Delta's analysis and adjustments, clicks and click through ratio increase with a corresponding drop in the average cost per click. The most important statistic to note however is that the advertising dollars spent per order drops following our work on their advertisements and campaign. This shows we are reaching more relevant users at a lower cost.
| Impressions | CTR | Avg. CPC | Avg. Pos | Orders | Ad $ per order | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 500,000 | 0.71% | $1.91 | 4.8 | 220 | $80 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
