Undisclosed eCommerce Client Case Study
Google AdWords Pay-per-Click Campaign Ranks in Top 5%
The national average online conversion rate is estimated to be approximately 3%. Granted, this number is nothing to be proud of because many, many e-commerce marketers are simply not experts in online conversion marketing, but I state this number here as a benchmark for comparison. The eMarketer chart to on the right outlines e-commerce conversion rates for 2005, 2006 and 2007 by conversion rates.
Below is a screen grab from a Google AdWords (pay-per-click) account that spanned a 1-year period of time and was comprised of 24 campaigns with each containing between 15-50 related keywords. Over the course of the year, new keywords and campaigns were added and underperforming keywords and campaigns were eliminated. Multiple AdWords ads were run simultaneously and lower performing ads were removed and new ad variations were added to replace/test against running ads. Total pay-per-click ad spend for the year was approximately $300,000, of which $235,000 was spent on AdWords campaigns. Online sales for the period was approximately $2.5 million.
Monitoring and modifying the AdWords account to improve performance took time. However, the conversion results (14.3% for active campaigns) ranked in the top 5% of e-commerce conversion rates nationally (based on eMarketer survey results). Many factors contributed to the success of this PPC campaign, including creative ad writing, understanding user behaviors and a well-designed conversion funnel on the website.
While Responsible Marketing cannot guarantee similar results, this is an example of how ResMark's knowledge, practice and constant attention can increase conversion rates and sales, lower acquisition costs and improve profitability for your online advertising campaigns.
Contact Responsible Marketing for a free PPC consultation to get you on the road to improved online marketing ROI.
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