Opt My Biz Case Study

Client: A medical alert system distributor

Situation:  Client had been mildly successful running their own Google AdWords and Yahoo! Search Marketing accounts for about a year, but was not fully satisfied with their results. Conversion tracking had been implemented, but bids were not actively managed based on results. Content Search was turned on, but provided substantially more expensive conversions than search traffic. Management was frustrated by the ongoing time and effort needed to achieve desired results in addition to dealing with the constantly evolving platforms, tools and features.

Solutions:  Opt My Biz immediately reduced Content bids and then focused on creating a brand new, thoroughly developed Pay Per Click Marketing campaign.

The new campaign was properly structured to achieve the best results possible. This included developing carefully categorized ad groups, created and optimized an appropriate landing page that included specific call-to-actions. Opt My Biz carefully chose each specific keyword term, performed ad copy testing and optimized keyword bidding based on previous conversion tracking results. Opt My Biz then continued to monitor and modify bids based on conversion tracking results utilizing Google Analytics, sent out in monthly reporting.

Results: After the first month of Opt My Biz’s service, online orders from Google AdWords more than doubled while the amount spent on advertising remained the same. With the average cost per conversion now reduced by more than 50%. Over the next several months, the client’s management requested multiple budget increases in order to accommodate more sales. After increasing their pay-per-click advertising budget, Google AdWords Marketing continued to produce new business for less than half the previous cost per conversion. Additionally, campaign click-through-rates (CTR) and conversion rates more than doubled while the cost-per-click (CPC) was cut in half.