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Pay Per Click Management Case Study – TechInsurance.com
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Client: TechInsurance - Business Insurance
Website: www.techinsurance.com
The Problem
TechInsurance was not necessarily struggling with their PPC when they came to us in 2005, but it was not generating as much income as they knew it could. The campaign was littered with irrelevant ads, disorganized ad groups, and keywords that were not converting. MorePro was tasked with the job of increasing the ROI of their entire paid search campaign in Google AdWords and Yahoo! Search Marketing.
The Solution(s)MorePro Marketing re-evaluated the PPC on a campaign, ad group, ad and specific keyword level for optimization opportunities.
- Historical data was imported and a new, more structured campaign was proposed.
- Keywords that were hurting the ROI were added to the negative list, and keywords that converted well had their bids increased.
- Specific landing pages were created for keywords and ad groups, increasing the relevancy of the ad, improving the quality score, and lowering the minimum bid required to hold a top position.
Beginning in 2007, TechInsurance made $1.72 for every dollar spent on their paid search marketing (72% ROI). Following more refinement in 2008, they ended the year making on average $4.50 for every dollar spent (a 350% ROI). 2009 saw an even larger increase, as more bids were refined, new ads created and new avenues tested, resulting in an average 2009 ROI of 545% meaning TechInsurance made $6.45 for every dollar they spent on pay per click.
The increased ROI was a combination of decreased spend and increased sales, owing to a higher conversion rate (15% in 2009 compared to 5% in 2007 and 12% in 2008, respectively).
