Best practice example 1:
Our client wanted to use his website to inform his target group about a new product. He supported the product launch with an Adwords campaign. The campaign had moderate success: the number of visitors increased slightly every month. However, at a given moment, he noticed that the number of visitors was no longer increasing and that the website wouldn't even reach 30 000 visitors during the month of June. That's when we at Across were called to help.
Across had a close look at the campaign and decided that we could do more with the daily budget. We noticed that our ads were extremely popular on some newly launched websites. Therefore, we were able to play with the maximum cost per click without losing visibility on the website. Due to this small intervention the number of visitors increased with almost 400% (from 24k to 76k). Furthermore, the number of subscriptions for the newsletter - a secondary goal, to be seen as a retention mechanism – mounted as well. Through accurate and intensive management of the positions and keyword quality on the content network, we were able to cut the budget and still reach the high quality target group.
Best practice example 2
Our client asked us to take over an existing Adwords campaign. The main goal of the campaign was to inform patients about a new treatment. However, the results of the campaign did not meet the client’s expectations. By intensively monitoring and steering the campaign, we were able to increase the number of visitors substantially with the same budget. The results were satisfactory, so we decided to increase the budget slightly which resulted in a mounting number of visitors. At the peak of the campaign, the number of visitors was six times as high as at the starting point. However, to maintain constant web traffic, you have to monitor the campaign closely and invest in keyword pricing. When the campaign optimisation was stopped, the number of visitors dropped with almost 50% due to the constantly changing competition.
Conclusion:
SEA and SEO are not one-time shots. Best practices have demonstrated that continuous Adwords follow-up is essential in order to continue achieving maximum results. When carried out properly, you'll see your customer visits expand overnight. During your campaign, there are always opportunities. Permanent follow-up of the account ensures that you don’t miss out. As soon as you stop the follow-up, new opportunities will certainly be missed and the campaign will not reach its full potential.
Christophe Brock
Project Manager
SEM Expert
T: 0032 495 410 651
M: christophe.brock@a-cross.com