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Company
> Case Studies > PENSRUS
Case Study
:
PENSRUS
Corporation
"How to Experience a 50% Drop in CPA With The
Right Keyword Strategy"
http://www.pensrus.com
The Company:
PENSRUS Corporation is a leading provider of personalized and logo-branded pens,
pencils and other promotional products.
The Challenge:
Most of PENSRUS growth in the early to mid
2000's was attributed to sales generated from
Google AdWords and Yahoo Search Marketing. Early
on, due to lack of competition in PPC and
simpler bid changes and account management, it
was fairly easy for PENSRUS to manage the
optimization of their campaigns in-house.
However, with increasingly competitive pressures
on bid prices and the added complexity of ad
testing, dayparting and geo-targeting, it was
becoming more difficult for PENSRUS to do an
effective job of keeping its PPC campaigns
profitable
PENSRUS Corporation hired Engine Ready in late
2005 to completely overhaul its existing search
marketing campaigns and optimize the accounts to
return the channel to a profitable ROI. At the time, the average cost per
acquisition (CPA) was just under $150.
The Solution:
One of the largest areas of opportunity Engine
Ready quickly identified was improving the keyword strategy. Many of the
PENSRUS keywords were broad match, which tends to be more expensive and
potentially less targeted. In addition, there were no negative keywords
in either Google or Yahoo.
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The most comprehensive source of
information for directing Engine Ready's keyword strategy was the web
analytics data available from the PENSRUS site activity. PENSRUS was
using a marketing web analytics application called Conversion
AnalystTM
to track click costs and online revenues by campaign source and keyword.
One of the many reports available, the "Search Phrases" report shows
the exact phrases visitors searched that displayed the PENSRUS paid ad. |
"These
newfound strategies greatly increased my profitability from paid search
at a time when I was ready to give up on the medium. There really is no
substitute for quality analytics and sound search marketing
strategies".
Henry Morgan
CEO
PENSRUS
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The Result:
Reviewing the Search Phrases report revealed
specific keyword phrases that were consistently
used by PENSRUS visitors that led to orders.
However these visits and orders came from the
broad match term "pens", which was much more
expensive than the exact match phrases used by
visitors. Based on this information, Engine
Ready modified the paid search accounts by
setting up discrete ad groups with targeted
exact match keyword phrases and more specific
ads.
Additionally, PENSRUS had
been bidding broad match on the phrase "personalized pens" with the
following ad copy:
Quality
Pens at Great Prices
Browse our large selection of pens.
Perfect for personalization.
The Search Phrases report in Conversion
AnalystTM
revealed yet another important finding: Because of the general nature of the
ad and lack of negative keywords, PENSRUS was receiving visits to
their site and paying for clicks from keyword searches that had nothing to do
with their products, such as "personalized dog pens" and "personalized
play pens".
Armed with this information Engine
Ready added negative keywords, such as "dog" and "play" to ensure that
the PENSRUS ads would show only for relevant searches, saving more PPC costs.
Within
3 months after Engine Ready implemented exact match and negative keyword
strategies, cost per acquisition (CPA) dropped almost 50% from $150 to $80.
"These
newfound strategies greatly increased my profitability from paid search at a
time when I was ready to give up on the medium. There really is no substitute
for quality analytics and sound search marketing strategies", reports Henry
Morgan of PENSRUS Corporation.
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