Pay Per Click Case Study

Company: For the Love of Beads
fortheloveofbeads.com

Other services included: corporate identity, style manual creation, design and coding of website, custom CMS with inventory control, blogging and community building report, custom shopping cart, clicktracks reporting and dataset creation, custom game design (in development).

ForTheLoveofBeads was a newcomer to the industry of jewelry and jewelry making supplies. Because they had already ordered our SEO report the keyword research was already done, and indicated that while there were some medium traffic terms, the majority of the traffic came from what are known as long tail searches (long, often unique search queries, such as "large green faceted jade pendants").

They started with two campaigns: One for the medium traffic terms which contained 15 ad groups, and the other was a broader campaign to cover the long tail. The campaigns were US-wide, and conversion points were set up as the creation of their shopping cart. To cover the unique permutations of the long tail queries, we had a "shotgun" approach and created a "broad match" campaign with lots of negative adwords to identify common search modifiers, while avoiding common keywords that were unrelated to the site.

When the common modifiers were defined, we used an in-house tool to create thousands of keywords and split them into separate ad groups, thereby creating custom ads for long tail keywords, which dramatically increased click-through rates and decreased cost-per-click.

We have also setup a system that adds an invisible counter to each page. When a page receives an entry from Google, we have a script that checks the rank of that page for its search keyword. If the rank is in the top 5, it emails us to notify us to pause AW campaigns to further save on costs. If the rank is from 5-30 it emails us, directing us to target the term further as we are close to rank heaven.