Case Study: PPC Audit

Optimizing Google AdWords Campaign Triples Client ROI

A client of SageRock partner Innis Maggiorie Group came to us in the midst of a site re-design with the hopes that we could increase conversions from their Google AdWords account and make their web site more profitable.

After optimizing the AdWords account, online conversion rates doubled even though overall traffic, costs, and positions remained steady. ROI went from single digits to 16.6 X ROI in the first month and 27.4 X in the second month. Owners also reported that calls and sales from calls rose dramatically within that timeframe as well – meaning the Sagerock Google AdWords optimization service had almost tripled ROI within the account and greatly expanded offline sales after just 2 months.

How did we do it?

We took the existing campaign and tailored a new version to focus on nothing but ROI. Realizing this was the goal, we expanded the campaign and added a lot of exact match keywords, negative keywords, and specific product model numbers as keywords. Then, we divided up the ad groups into those that were more general and those that contained specific model numbers and other longer keywords. This method of dividing and refining key phrases, let us tailor ad copy to buyers depending on where they were in the buying cycle.

When writing ads, we also used Google’s feature that allows advertisers to plug the search phrase automatically into the ad. This technique allowed us to make targeted ads that converted better. Since both SageRock and the site designer, Innis Maggiorie, understood that the goal of the new site was increased conversions, we also worked together to ensure that visitors could contact the company easily through several options on the landing pages.