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AdWords Case Study

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Last Updated on September 10, 2020

Conversions

Moving a PPC Account Into a Positive ROI

This AdWords Case Study summarizes the work we completed for a client headquartered in Northern California. They provide online training courses across the U.S. targeted to a young audience. Their competition routinely outbids them on keywords. Amidst intense pressure to further discount prices and guarantee results (passing the online course to receive a certificate), our client’s AdWords account was spending more than it was earning. It turned out their account had been set-up many years ago and was running without active management. Running at a consistent negative ROI (return on investment), the account needed to be overhauled quickly to produce results.

Download "How to Create A High-Performing AdWords Account" eBook »

AdWords Case Study Client QuoteSnapshot Before Our Work Together

  • AdWords account was over eight years old actively spending $20,000 a month on digital ads.
  • Tracking incorrectly set up as key pieces of data were missing from reports.
  • The ad groups used as many relevant keywords as possible, including bidding wars on poorly-performing search terms.
  • Campaigns were focused on Cost Per Clicks (CPC) rather than conversions and actual business booked.
  • The account was earning a negative ROI and was losing ~ $75 per account conversion.

An AdWords Case Study Results

  • Cleaned up the account ad group structure to emphasize relevant and high-performance keywords.
  • Created tighter correlation between specific keywords and their landing pages to improve relevancy and conversion.
  • Switched strategy from CPC to Cost Per Acquisition (CPA), managing the account to achieve high conversion performance rather than quantity of clicks.
  • Implemented a robust and low-cost tracking system to measure everything on the account.
  • Taught the business owner how to monitor and measure their account so they could take action more quickly
  • Reduced their CPA from $90+ to $15 per customer acquisition.
  • Produced a positive ROI within 4 months, optimizing the ad spend so it generated a sustainable income stream.

Download "How to Create A High-Performing AdWords Account" eBook »

Google-PartnerA Certified Google Partner & UC Berkeley Extension Instructors

Most likely your business can’t afford to waste marketing dollars. By working with Spectrum, you benefit from working with a certified Google Partner and instructors at UC Berkeley Extension. What does that mean for you?

  • Directly access a professional team that’s been tested on their AdWords knowledge and experience
  • Partner with marketers who understand the entire online sales process including Web design and SEO
  • Ensure your account is actively managed for performance
  • Receive guidance on implementing systems that track accurate results
  • Enjoy the option of learning AdWords management including analytics reporting

Photo credit – Top: Joe TGF
Photo credit – Bottom: Mint Social

About Alyson Harrold

Alyson is Co-CEO and Chief Storyteller. Prior to forming the agency, her career spanned media (NBC-TV affiliates and city magazine, international ad agency) and positions like C-Suite financial services marketer and digital marketing consultant. Alyson learned how the right medium with the right message can attract the right audience. With her team, Alyson helps brands have meaningful customer interactions. Now she teaches those lessons—among others—as a UC Berkeley Extension instructor in her SEO and Digital Marketing courses since 2014. Alyson shares her knowledge as a speaker at preeminent digital marketing conferences around the country like Digital Growth Unleashed and more.

Betty Kaufman
Betty Kaufman
2020-12-27
I have nothing but great things to say about the team at The Spectrum Group Online. For years, they've been managing my website, making sure it's up to date and that there are no issues. In the last 4 months, they've been running Facebook ads for me, and I'm thrilled with the results. Great ads. Tons of leads. A steady effort to improve the leads. Very responsive. If you want to be seen on social media, you should definitely talk to The Spectrum Group Online.
Vanessa Contreras
Vanessa Contreras
2020-04-13
I appreciate Spectrum’s data-based approach to digital marketing. They created a dashboard specific to the data points most important to our multi-location retail business. Even more importantly, they educated us and delivered insights that fed our digital marketing and e-commerce strategies.
Alison Salisbury
Alison Salisbury
2019-10-17
Spectrum has been managing my website for years. Technology and web security changes often, making it hard for a small business to keep up. I never worry because the Spectrum team takes care of the critical details. I particularly appreciate they proactively keep my website safe and secure. Peace of mind and great customer service. That's why I can highly recommend them!
Mark Feldstein
Mark Feldstein
2018-05-09
Our business grew, greatly due to the efforts of the Spectrum team. They are a focused company with great experience and plenty of talent to support their process. Jen Currier, in particular, is an excellent PM, who helped us every step of the way. They helped us re-design our website from the ground up and used tools such as Keyword Research and Heatmaps to help drive leads to our company. We had the best year in the history of our company, in part due to Spectrum's efforts. I do not hesitate to highly recommend them.
SantaCruz NonForceChiropractors
SantaCruz NonForceChiropractors
2017-07-14
Massimo and The Spectrum Group Online have been very effective at sending quality traffic to our website and generating phone calls for appointments. Massimo has always been professional, responsive, and ready to make useful suggestions as well as explain the many ins and outs of search advertising. I highly recommend him to any business wishing to use a skilled and professional search marketing expert to increase their leads and grow their revenues.
Google rating score: 5 of 5,
based on 6 reviews.

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