The PROFILE and PROBLEM
As a Burlington-based carpet & duct cleaning company that draws business from most of southern Ontario, they realized a long time ago that paid search was likely going to be the most effective way of accomplishing their goal of driving qualified traffic to their site from a wide variety of locales.
Kleen Rite’s Google AdWords account had consisted of both a self-managed campaign, and a campaign that another internet marketing firm had built. Although they felt they were realizing a positive return on investment from the campaign, they knew they didn’t have the expertise to get the most out of their investment. They also didn’t know exactly how well the campaign was working for them, and which parts of the campaign were working better than others because no form of conversion tracking had been implemented.
We also found that too much of the entire budget was being allocated to the Display Network, and was being done so largely unknowingly – a common mistake that we see. Even though the cost of the Display Network clicks tend to be less than the cost of the Search Network clicks,
THE GOAL
Relieve the client of the responsibility & stress of managing the AdWords program on his own while decreasing the avg. cost per click, implementing conversion tracking, and showing the client the effectiveness of the program through a monthly report detailing key performance indicators like conversion rate & avg. cost per conversion.
RESULTS
Comparing Q1 of 2011 to Q1 of 2012
- Decreased Search Network cost-per-click by 14%
- Decrease overall cost-per-click by 12%
- Increased clicks from the Search Network by 58% while increasing the budget by only 10%
- Increased Search Network clickthrough ratio by 16%
From a more qualitative standpoint, we also purged the account of roughly 100 keywords (most of them low-cost keywords), but ultimately keywords that were unqualified, and just increasing costs without bringing any type of return.
I have known Steve and have done business with him now for over 5 years. From when he was representing a large advertising firm, and since the inception of his new firm Fidelity Internet Marketing. I have dealt with many sales reps, and so called ‘Google Experts’ over the years, and it mainly ended up in frustration and large sums of advertising money being wasted. I tried dealing with so many different companies, only to be underwhelmed due to their lack of knowledge, experience and commitment to do the job, and the ability to do it well. It was refreshing to meet Steve Gould. Right off the bat I could tell that he is someone who will devote the time, and put the effort in to always get great results.
Currently, Steve has rebuilt my Google Adwords campaigns from the ground up. A fresh glitch-free set of campaigns that are outperforming the old stale campaigns set up over 5 years ago. I actually had another company set up a campaign for me prior to this, and theirs was simple, it burned through clicks like crazy and most importantly- it didn’t even make the phone ring! My own campaign of 5 years was much more effective and efficient than theirs was. But now, I don’t even have to think about the performance of the Adwords campaigns, as I have retained Steve on a monthly basis to maintain the campaigns, make tweaks when necessary, continue to analyze stats, and give me a periodic statistical report on how the ads are performing. If you are looking to take your internet advertising to the next level, I highly suggest that you get in touch with Fidelity Internet Marketing. Steve comes with my highest recommendation.
Mike B.– Kleen Rite Carpet and Duct Cleaning
