Epoxy-Coat.com sells epoxy-based floor coating kits for homes and businesses all over the world. Their product is of commercial-grade quality with a thickness of 5+ coats of paint, making it ideal for garage and basement floors. The do-it-yourself kits are fully customizable and boast very competitive prices.
Because of the high competition in this industry, Epoxy Coat was finding that the number of conversions coming from their PPC campaign was low for the amount of money that they were spending. The account structure needed improvement because large keyword lists with very different themes were being grouped together in single ad groups. This resulted in a lack of alignment between search intent, ads, and the landing pages that people were being sent to. Their branded terms were also mixed in with non-brand terms so the budget was being shared between these two categories. Additionally, there were quite a few other best practices that had not been implemented inside the PPC account structure.
After a thorough analysis of the account and its past history, the team at PurePPC completely re-organized the structure of the PPC campaigns. A campaign was created for their branded terms so they would have their own budget to ensure those ads were showing throughout the day. Non-Epoxy terms and Epoxy related terms were then broken out into separate campaigns with keywords broken out into very granular adgroups. By breaking out the keywords into smaller adgroups, the ad text could be more relevant to the keyword. New ad text using sitelinks was implemented to help the ads stand out above the competition. A display network campaign was also created to drive even more conversions at a cost per acquisition (CPA) that was lower than the search network. Then, call tracking was implemented to measure the number of calls the PPC campaign was driving.
Cost Per Acquisition July 2012 compared to July 2010: 51% Decrease
Monthly Conversions July 2012 compared to July 2010: 82% Increase
Overall, the optimizations resulted in more conversions at a lower cost. This has allowed the client to actually decrease their budget but get even more conversions than when they first started!