(For confidentiality reasons, we can’t divulge the company’s name – but we can tell you that it’s one very happy client!)

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Explaining this PPC case study

Objective: To drive as many leads as possible to the client’s site, via a Pay Per Click (PPC) campaign, for the lowest cost.

Process: In October 2005, we began running a PPC campaign for the client, using PPC advertising (Google AdWords Search and Content targeted ads). During the first month of the campaign, we sent the client 160 leads at a cost of R91 per lead*. Over the next 24 months, we were able to increase leads fivefold to 803, at a cost of just R38 per lead. In the past year, there has been increased competition in the client’s industry which has resulted in a 20% increase in the cost per click and cost per lead. However, we have been able to keep the cost per lead relatively stable nonetheless. The “dip” in leads in Februaryl shows decreased annual seasonal activity in the client’s industry. Less people are searching for the service in Febuary, but this is purely a seasonal trend. During this 2-year period, the client had only doubled adspend – although the results of this PPC campaign revealed a fivefold increase in traffic and a 60% decrease in cost per lead. This impressive outcome was obtained through constant monitoring and optimisation of the PPC campaign – by removing ineffective keywords, replacing unsuccessful PPC adverts and changing bidding prices during less lucrative times of the day, for example.

Result: Our goal was met! As is clearly illustrated in the graph above, we achieved our aim of boosting ROI (return on investment) by increasing leads and decreasing cost per lead. Another successful PPC campaign, another ecstatic client.Your company could be the next business to benefit from a PPC campaign from Purple Cow. Contact us today to find out more.

* A lead, in this particular case, refers to an extensive document which visitors are required to fill out on the site. This form is sent directly to a call centre, and a consultant responds to the query, telephonically, as soon as possible.