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Case Study - Web Marketing (PPC)

Situation Overview:
Two of our clients in the electronics industry were well established players in the industry but their lead generation activity needed to be boosted. They wanted to increase the number of leads in order to increase their sales further. They were looking for some new ways and means to market their products and reach out to the most relevant segments of the customers. But they had never explored the potential of the Internet for generating these leads. As they knew our expertise, they engaged us in the lead generation activity for them.

Solution
We at Beganto identified the Internet as a powerful medium for generating leads for our clients. The motive was to drive relevant visitors to our specially designed web pages so that they convert into opportunities for our clients. That’s why we in concurrence with our clients decided to experiment with Pay-Per-Click (PPC) advertising and we focused on creating these highly cost-effective PPC campaigns for them, in addition to doing other types of lead generation. The professionals at Beganto quickly went ahead to create and implement a Google AdWords PPC campaign for the clients.

Approach
The following was the approach towards plan and implementing the campaigns:

1. Strategic planning and study of the PPC activity
2. Creation of cost-effective PPC campaigns to yield a high return on investment
3. Full keyword research identifying thousands of search terms, the number of searches performed for each term and the estimated cost per click
4. Well written product descriptions on the landing pages
5. Bid management to ensure optimization and cost-effective ad placement
6. Use of tracking facilities to provide comprehensive campaign analysis
7. Following initial success, the activity was standardized to achieve stable growth

Results
Though, the activity was started on an experimental basis, the results we achieved were so encouraging that PPC was made a regular part of the lead generation activity of the clients. They are not only satisfied with the success achieved but now they acknowledge our professional expertise in this area so much that they want us to take more of such assignments.

Following are the two graphs that illustrate the performance of PPC campaigns for these clients during the period November 27, 2007 to January 20, 2008. The two had different budgets during these two months.

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