AdWords Case Study - Property Sector - Cost
Reduction
"
Google called on Friday to discuss why my payments have decreased so
dramatically."
Background
This was an unusual assignment. My French client, who rents and sells real
estate in France, imposed some interesting restrictions on me.
-
I couldn't change the keywords he was using
-
I couldn't add any negative keywords
-
I couldn't change the Account structure - no new Campaigns for instance
-
I couldn't (initially) edit any ads
In fact there was very little freedom for manoeuvre.
I couldn't start up Content network or Placement advertising either which is a good
way of getting low cost traffic (although it doesn't usually convert as well as search traffic).
The Challenge
The challenge I was set was to reduce his CPC (cost per click) whilst
maintaining existing traffic levels within 10%. Success or failure was judged by comparison with the same period
the previous year.
My fees were based entirely on what I could save my client - under this quite
restrictive regime! Remember, no new keywords...
The Results
|
Period
|
Clicks
|
CTR
|
CPC
|
Cost
|
|
March 08
|
1,860
|
7.55%
|
€1.85
|
€3,449.21
|
|
March 09
|
1,845
|
5.69%
|
€1.19
|
€2,203.92
|
|
% or Change
|
99.19%
|
-1.86%
|
-€0.66
|
-€1,245.29
|
So I saved my client about 35% in March, or in this case over €1,245.29 which is about
£1,100.
|
Period
|
Clicks
|
CTR
|
CPC
|
Cost
|
|
April 08
|
1,497
|
8.17%
|
€1.69
|
€2,528.95
|
|
April 09
|
1,510
|
5.88%
|
€1.11
|
€1,682.05
|
|
% or Change
|
100.86%
|
-2.29%
|
-€0.58
|
-€846.90
|
In April I didn't save them so much - just €846.90 or around £720 - they spent a lot less in that period last year than the previous
month. The total saving in percentage terms was 33.4%
|
Period
|
Clicks
|
CTR
|
CPC
|
Cost
|
|
May 08
|
1,854
|
7.49%
|
€1.65
|
€3,065.34
|
|
May 09
|
1,876
|
6.22%
|
€0.84
|
€1,573.38
|
|
% or Change
|
101.18%
|
-1.27%
|
-€0.81
|
-€1,491.96
|
In May things got more interesting as I started to exploit the additional data I was gathering. I saved them
-€1,491.96 which is around £1250. In percentage
terms it's 48.6%.
All without adding (or taking away or pausing)
any keywords to the account.
(Update from September: savings of 55%
per click coupled with a slight increase in traffic - 1507 clicks versus 1504)
I am interested in working with more clients looking to share AdWords cost reduction so if you are in this
position, give me a call on 01672 520024
William Charlwood
PS I didn't change the geotargeting settings either!
PPS Here's a quote from an email from my client
"
Google called on Friday to discuss why my payments have decreased so dramatically."
|