PPC Case Study: DailySale.com

 

Category: E-commerce, Daily Deals

Service: Pay-Per-Click Marketing (PPC)

Metrics: Orders, Cost-Per-Order, Revenue

Challenge:

Client’s goal was to expand overall order volume while targeting the lowest possible Cost-Per-Order (CPO). Drive Results also recommended maximizing Contribution Margin from the program (Revenue less Costs) to ensure that a low CPO target didn’t compromise sales growth.

Solution:

After auditing the primary accounts for key levers such as targeting, bids/positions, ad copy and landing pages, the Drive Results team made the following adjustments and recommendations:

• Assisted client with additional tracking requirements including Google Analytics for E-commerce
• Established daily, weekly and monthly reporting so that progress could be closely monitored
• Expanded campaign types to include Non-Brand Keywords, Shopping, Dynamic Search Ads and Remarketing Display
• Migrated to automated bidding strategy with gradually decreasing CPO target to avoid large drops in volume
• Increased ad variations for testing using additional benefits and calls-to-action
• Advised client on page loading speed and responsive design as it relates to improving website conversion rate

Results:

 

Since Drive Results took over the program in January 2015, PPC order volume has increased by a multiple of 20 with an 82% decrease in CPO.

To continue fueling account growth, Drive Results and Daily Sale collaborate each month on initiatives for testing and expansion.

PPC Case Study: TV Service Now

 

Category: Satellite TV, Cable TV & Internet

Service: Pay-Per-Click Marketing (PPC) & Web Design/Development

Metrics: Sales Calls, Orders, Cost-Per-Order (CPO)

Challenge:

From its preliminary in-house testing, client was unsure if the program could reach scale with a profitable CPO.

Solution:

Drive Results conducted extensive research on the service areas for various product lines within each brand to maximize reach and efficiency through a series of geo-targeted campaigns. Additional steps included:

• Creating a granular account structure that includes Single Keyword Ad Groups (SKAGs) for important terms
• Leveraging price points and gift card offers to develop high response ad copy
• Building a fast-loading, responsive min-site with dynamic phone number tracking capability
• Measuring key metrics from Cost-Per-Click (CPC) to Cost-Per-Lead (CPL) to Cost-Per-Order(CPO) so that adjustments can be made at every level

Results:

Through continued expansion and optimization, account order volume is poised to grow by a multiple of 8 since Drive Results began management.