Case Study: Global Test Prep Company Generates Major Profits Through PPC

Est. Reading Time: 3 minutes

Correct Utilization of Google and MSN Search, Content, and Image Ads Help Increase Exposure While Providing Huge Financial Gains.

Challenge: This client only has a few true competitors, but its online

competitive market space is packed with competitors on both a national

and geo-targeted basis. The client’s PPC budget is not enough to achieve

full visibility for the search volume on the necessary keywords, so Beacon

had to devise a strategy to optimize their budget and complete five key

goals: (1) increase new, relevant website traffic, (2) increase potential leads

they generate, (3) increase the number of conversions, (4) increase the

revenue generated, and (5) increase brand visibility.


Business Solution: In order to achieve success in the highly competitive

paid search channel and hit our ROI goals, Beacon immediately focused

on decreasing the number of impressions lost due to poor quality scores

and increase ad click through rates. While we increase the total impression

share due to the client’s budget constraints, we can make sure to drive the

most relevant traffic to the most suited landing pages to increase

engagement and conversions on the web. The previous paid management

firm did not separate branded and non-branded keywords, which inflated

CTR’s for specific product ad groups. Beacon does not recommend this

tactic because it is important to see the effect of your PPC’s strategy on

non-branded paid traffic – which you want to increase. We also helped the

client identify more accurate margins in order to better track ROI metrics.

Raised Quality Scores: Beacon consistently improved their quality scores

by limiting the number of keywords per ad group and increasing the

number of active ad groups. By adding this level of specificity, we

are able to remove much of the interface guesswork required for ad

display which increases our impressions, improve our ad positions, and

reduces the cost per click. Keywords are now more relevant for each ad.

Increased Click Thru Rates: Higher volumes of traffic brought to the

website through the ads we display help to increase the CTR. By

consistently increasing click thru rates week over week, month over month,

we provided an increase in completed goals and allowed for more traffic

to enter conversion funnel paths. By constantly testing ad copy,

destination URL’s, and delivery methods we continued to increase

potential leads and conversions.


Results: Beacon provided a significant positive return from the above

paid search efforts. Utilizing strategies to better organize keywords and

reduce the volume of keywords within respective ad groups, as well as

providing more budget to higher converting keywords, allowed us to

effectively increase visibility and produce a tremendous gain in relevant

traffic to the website. Constant testing and analytics tracking were

essential to generate a higher ROI and increase awareness for our client’s

brand and products.