In our past articles, we’ve covered why working with a GOOGLE PARTNER is so important to your digital marketing efforts. In doing so, you’ve selected a marketing team that has been approved by Google for its product knowledge. You’ll have access to Google offers, reporting, and events only provided to its Partners.
This all sounds great, sure… but actions speak louder than words. So let’s dive into some real examples of client campaigns, and how the knowledge and expertise behind a Google Partner translates to better results and a more successful campaign. For our first entry in this series, we’ll take a look at a Google AdWords campaign.
Case Study #1: Google AdWords Pay-Per-Click
One common misconception is that AdWords is easy, and it’s just as effective to go the DIY route as a business owner. Even if, as a business owner, you have the time to set up an AdWords campaign, there’s a big difference between setting up and launching an AdWords account and optimizing that account.
There are many intricacies to the campaign setup process – utilizing the Account > Campaign > AdGroup hierarchy efficiently, understanding the different keyword match-type strategies, utilizing ad copy correctly – but it’s careful optimization that makes an AdWords campaign a cost-effective way to drive business.
Let’s look at a client utilizing AdWords to drive leads for its service-based business. This particular client has a finite budget to spend over the course of the month, and it’s important to maximize the results within that budget. In the first quarter, the campaign generated:
- 175 clicks/visits to the website/landing page
- 28 leads via phone call or email
- Average of 9.3 leads per month
Not bad! But thanks to campaign optimization executed diligently over the following 12 months, the campaign had grown to generate:
- 258 clicks/visits to the website/landing page
- 73 leads via phone call or email
- Average of 24.3 leads per month
Again, this was with the same exact budget spent for both time periods. Through effective optimization, the campaign generated nearly three times the number of leads.
That, my friends, is the value of a Google Partner – getting more bang for your buck. The client was able to generate three times the revenue it had just a year earlier, effectively tripling the return on investment.
The moral of the story is, yes, it is possible to set up and initiate an AdWords campaign on your own, but that doesn’t mean you’re guaranteed success. A Google Partner truly understands search and pay-per-click through AdWords; he or she can maximize your budget and get the best return on your investment possible.
In the second part of this series, we’ll take a look at a Search Engine Optimization campaign; check back soon!