Case studies



Case study 1 - The Start-up

My favourite case study, because it illustrates the enormous potential of Internet Marketing for a small business.

Nearly 5 years ago, I met two ladies with a great product and enormous ambitions for their new business. They had recently launched their website selling children’s scooters and were, at that stage, getting very few visitors to the website and selling on average just 3 scooters per week through the online shop. Having very little available budget for any online marketing activity, they nevertheless realised that the website had potential to produce more sales, they just needed to get some volume of potential customers to it and the quality of their products would do the rest.

We suggested that the immediate solution was a small trial PPC campaign using Google Adwords. Realising that budget was a real issue, we recommended a trial of just £10 per week to get started. Eyebrows were raised as to whether that would be worthwhile and I suggested we try it and see. Week one they sold 13 scooters rather than 3 at a cost of just £7.80 from their PPC budget. Delighted with the result they agreed to increase a bit more. Results improved in line with spend and soon we were expanding the campaign to Yahoo and MSN. Work on SEO to reduce the initial reliance on PPC followed and their campaign grew and evolved over the next few years.

They’ve grown from strength to strength, both online and offline, and now spend significantly more than £10 per week to turn over six figure sales online in their busier weeks.

I must make it very clear that we could not achieve this level of results for every client. Your products or services, pricing, website, etc., all play a vital part in the equation that leads to the new business. But if all other parts of the equation balance, then PPC can produce spectacular results like this.


Case study 2 – An Existing Campaign

As often happens, we were asked by a web designer we work with to look at one of their client’s Google Adwords campaigns. The campaign had been running for some time, the client was very happy with the business it was producing for them and comfortable that the ROI was acceptable for the monthly spend (which was around £2,000 per month). Initially they couldn’t see the value in appointing someone external to manage their campaign, but on the basis of the web designers recommendation, allowed us to take a look at the campaign and make some recommendations.

Using analytics to determine where their budget was really being spent and what was producing sales, we were able to prove that they were wasting around £400 per month on clicks that were almost certainly a waste of budget. We quickly eliminated this wastage with the introduction of selected negative keywords.

Having saved £400 per month, agreeing to ongoing management costing less than that was really a very easy decision for them. We were then able to start working on positive improvements to the campaign, such as improving campaign structure and keyword to ad relevance.

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