Corporate Limo SEM PPC Case Study



Corporate Limo Atlanta PPC Case Study Service: Executive Transportation Service Campaign: Pay Per Click - Adwords Time Frame : October 2009-Ongoing Background: Corporate Limo Atlanta is an executive transportation company based in Atlanta. Corporate Limo Atlanta sought out Cardinal Web Solutions to manage their Pay-Per-Click campaign on Google AdWords. Challenge: Corporate Limo Atlanta was running a Google AdWords Pay-Per-Click campaign to market their executive and airport transportation services. Corporate Limo was unwitting running a national campaign targeting all limousine services, even ones they did not provide (due to improper setup). Corporate Limo Atlanta had been wasting their advertising budget on irrelevant keywords and clicks from locations outside of Atlanta that they did not service. Corporate Limo Atlanta sought to obtain relevant clicks, increased contacts via email and phone, and to effectively use their advertising budget. PPC Concerns: Out of service area clicks High Cost Low Click-Through Rate Poor ad positioning Strategy: The first task Cardinal Web Solutions performed was to consult with Corpoate Limo Atlanta to ascertain their business needs and expectations. After a baseline expectations were set, Cardinal Web Solutions went about researching keyword costs, volume, and competition for the Atlanta Executive Transportation market. Creation of new Ad Groups, addition and deletion of keywords, reevaluation of PPC organization and bidding strategies, and Ad Copy modification were all performed. Ad scheduling was also implemented in order to more effectively utilize Corporate Limo Atlanta?s advertising budget. Advertisements were run at times when there was higher search volume, and paused during lulls in search volume when there was an unusually high number of clicks due to fraudulent clicks from competitors. Results: Decreased PPC Cost Increased CTR Increase in Ad Position
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