Success Stories

Saving Time & Improving Lead Volume

Overview
In addition to his day job as CTO at an automotive information Web site, William Kao and his partner manage a lead generation campaign for his company, Daily Web Deals. He uses Google AdWords to generate sign-ups for his company's coupon and survey program at http://www.shopherefree.net.

He was spending about $45,000 per month on Google at an acceptable cost-per-acquisition (CPA), but he was anxious to increase volume without exceeding his CPA.

Having this PPC campaign to manage on top of his full-time job, William was also interested in reducing the amount of time he spent tweaking his company's campaign. He evaluated several other automated bid managers but couldn't find one that was both affordable and met all his needs. He was frustrated with the limited options he could choose from as a do-it-yourself search campaign manager.

Situation
William was managing approximately 20,000 keywords across 80 campaigns in Google. That's a lot of keywords to keep track of, and before using WebVisible Enterprise (formerly Adapt SEM), he took at least an hour a day to evaluate his campaign performance using Excel spreadsheets and some proprietary one-off applications, and then adjusting bids directly in his Google interface. Using this method, his campaign performance remained stable at his target CPA, but he wasn't seeing the increase in volume he desired. Plus, over five hours per week was a lot of time to be spending just to get more of the same results.

Solution
William loaded his campaigns into WebVisible Enterprise (formerly Adapt SEM) and began using the software to automatically analyze actual performance based on his initial target CPA. He also utilized the automated bidding feature to update per-keyword bids to the amounts recommended by WebVisible Enterprise (formerly Adapt SEM). Taking advantage of these features, he instantly eliminated the hours he used to spend manually analyzing results and changing bids.

Following the suggestions from WebVisible Enterprise (formerly Adapt SEM), he was able to reduce expenses by lowering bids or deleting keywords that were not converting well. William was pleased to find that WebVisible Enterprise (formerly Adapt SEM) also recommended a number of new high-performing keywords that converted well below his target CPA. In addition, he followed the software's suggestions on how to optimize his ad copy to further increase conversions and campaign efficiency.

Results
In the time since he began using WebVisible Enterprise (formerly Adapt SEM) to manage his campaigns, William saw a 17% reduction in his average CPA, and a 20% increase in lead volume. He was so happy with the results he achieved after two months of using WebVisible Enterprise (formerly Adapt SEM), that he just set his bidding on auto-pilot and lets WebVisible Enterprise (formerly Adapt SEM) manage his account for him. He only checks in once every two weeks to see how the account is performing. He continues to try "walking down" the CPA slightly to see what other efficiencies he can squeeze out of his campaign without losing lead volume.

Now that William lets WebVisible Enterprise (formerly Adapt SEM) do the bulk of his campaign management for him, he has five extra hours in his weekly schedule to select better landing pages (as recommended by WebVisible Enterprise (formerly Adapt SEM)) to increase conversions even more, and to set up new lead generation campaigns.