SL Development

PPC Case Study: Enhancing an IT Services Business’ PPC Efforts To Draw In Quality Conversions and Web Traffic

The Client

A reputable company from Long Island, New York with 30 years of experience as a global solution network, connecting the supplier with their retail orders. They offer an online application that vendors use to ship orders on time and with ease, from anywhere in the world. Their service takes pride in giving even the newest vendors confidence to reach out to any retailer, while their connectivity options streamline the highest volume shippers.

Why PPC Advertising Is Important For Businesses?

PPC stands for Pay-Per-Click and is a digital advertising model where advertisers pay a fee on search engines each time their ad is clicked. It’s a method of buying visits to a website rather than earning those visits organically. PPC is most commonly associated with Google Adwords and Bing Search Ads.

PPC (Pay-Per-Click) advertising is crucial for several reasons:

  • Immediate Visibility: PPC provides instant visibility on search engines, ensuring that your ads appear prominently when users search for relevant keywords.
  • Targeted Advertising: PPC allows for precise targeting based on keywords, location, device, and demographics.
  • Cost Control: With PPC, you have control over your budget and can set maximum bid amounts.
  • Measurable Results: PPC platforms provide detailed analytics, offering insights into ad performance, click-through rates, and conversions.
  • Flexibility and Customization: PPC campaigns can be easily adjusted, allowing advertisers to test different strategies, ad copy, and keywords.
  • Complements SEO: While SEO (Search Engine Optimization) is crucial for organic visibility, PPC provides an additional avenue to capture audience attention.
  • Competitive Advantage: In highly competitive industries, PPC can provide a competitive advantage by ensuring that your ads are visible above organic search results.

What Were The Client’s Issues With PPC Advertising?

The client presented us with dual objectives: to increase both the overall web traffic and the quality of visitors to their website and enhance their existing paid search campaigns on Google Ads. They were eager to grow their digital presence and were also dissatisfied with the outcomes of their previous paid search and display campaigns, expressing concerns about the adequacy of their campaign objectives, keywords, and budget utilization. Our task was to address these issues, ensuring a more targeted and efficient approach to meet their advertising goals.

How We Used PPC Campaigns To Drive Website Objectives

After conducting a comprehensive analysis of the client’s goals, target audience, and industry landscape, we implemented strategic adjustments to optimize their advertising strategy. Firstly, we identified underperformance in their Discovery Campaign on Google Ads. Consequently, we halted the Discovery ads and reallocated more budget to their paid search campaign for a more impactful resource utilization. Moreover, through our research we identified and implemented more relevant and high volume keywords to target in their search campaigns to improve performance.

We also restructured their top-of-funnel (TOF) display campaign, transforming it into a bottom-of-funnel (BOF) remarketing approach to target users who had previously engaged with the brand through search campaigns. Lastly, to streamline operations, we consolidated their search campaigns, moving from multiple smaller-budget campaigns to a unified one with an overall larger budget.

The Results

The results speak volumes. From our takeover in January 2022 through January 2024, there was a notable 7.50% increase in conversions, a 132% boost in conversion rate, and a significant 41.79% improvement in search impression share compared to the preceding two years. Web traffic saw a substantial surge in 2023, with a 190% increase in total web users, and our paid search campaigns contributed nearly 20% to this growth.

Notable Results Over Two Years

  • 1,700 Conversions 📈↗️
  • 3.3% Conversion Rate 📈↗️
  • 5,376,395 Impressions 📈↗️
  • 50,259 Clicks 📈↗️
  • 92,235 Web Visitors 📈↗️

What We Provided

PPC Services