Window World of Atlanta

How an Increased Monthly Budget Lowered Overall Cost per Lead

At a Glance

Initial Window World Atlanta lead costs were too high, sitting at $196.21 each.

Limited monthly budget was consistently being exhausted early, and competing for the best keywords was almost impossible.

TriMark suggested an increase in monthly PPC budget, allowing for more data collection & better keyword targeting.

Monthly AdWords investment was increased from $3,000 to $10,000 per month.

Overall lead costs dropped from $196.21 to $112.47 each, and leads per month increased from 12.7 to 73.3 in a 5 month span.

PPC At a Glance
7/15/09 - 7/15/10

Clicks:  10,302

Impressions (Displayed Ads):  713,472

Average Position In Search Results:  1.5

Total Ad Spend:  $86,163

Total Phone Calls Received:  747

Number of Phone Call Demos:  222

Number of Email Demo Requests:  381

Cost Per Lead:  $142.89

Campaign launch date:  July 15th, 2010
Website:  http://www.windowworldatlanta.com
Services invested in:  Paid Search Advertising

Customer Profile

Window World of Atlanta, GA is a home improvement company which relies on in-home product demonstration requests in order to gain new business. In order to generate quality demo request opportunities at an affordable rate, Window World of Atlanta began investing in Paid Search Marketing with TriMark in March 2009. The initial monthly investment was $3,000 per month, to be used solely in Google AdWords. The amount invested was lower than originally recommended, but still proved to be a worthy initial investment.

Business Challenge

TriMark Solutions aims to provide Window World of Atlanta with the most relevant leads for the lowest possible cost. From March 2009 to November 2009, Window World of Atlantaʼs average cost per lead was $196.21. This is significantly above the desired goal of generating demo requests for less than $150 each. Also, Atlanta received an average of just 12.7 demo requests per month. Due to a limited budget, TriMark Solutions faced several challenges with Atlantaʼs account:

• AdWords Ads were only run during certain times of the day. TriMark was unable to target some high-cost/high-converting keywords.
• Based on limited account data, it was difficult for TriMark Solutions to properly adjust and optimize the account.

Initial Thought Process

Window World of Atlantaʼs investment was not meeting the demand in their local market for online searches. TriMark felt this insufficient budget was causing the locationʼs ads to be displayed primarily during the dayʼs busiest hours, when the most competitors were also advertising. After reviewing all available data, TriMark Solutions felt that an increase in monthly budget would allow them to target more competitive keywords which are more expensive, but usually lead to cheaper conversions. A budget increase would also allow Window World of Atlantaʼs PPC advertisements to show up higher in search results, be displayed to a larger geographical area, and run 24 hours a day.

Initial Solution: Test Campaign with Budget Increase of 333%

TriMark suggested a test campaign which included a $7,000 increase in Window World of Atlantaʼs monthly budget, upgrading from $3,000 per month to $10,000. TriMark also developed landing pages with dynamic variable targeting, which displays city and service area locations specific to the userʼs ownership search query.

Initial Results

In December 2009, Window World of Atlanta tested their PPC account with an increased monthly budget of $10,000. TriMark Solutions quickly began to see an increase in daily impressions, clicks, and conversions. Because of the drastic increase in daily data gathered, the TriMark PPC team was able to analyze and better optimize Atlantaʼs account for specific keywords and certain times of day. From December 2009 to February 2010, TriMark generated an average of 67 leads per month, for an overall cost of $132.88. This CPL decrease of over $60 less than the initial cost was directly attributed to the increased online visibility and better optimized AdWords account.

Final Solution: Permanent $7,000 Increase in Monthley Budget

Because of the success Atlanta had received since upgrading their monthly budget to $10,000, TriMark Solutions suggested that Mike & Melissa continue to invest this amount permanently. TriMark found that $10,000 per month was optimal for this market as it prevents daily budget exhaustion while also allowing Window World of Atlantaʼs PPC ads to compete for the most competitive and expensive keywords.

Final Results

With the initial budget set at $3,000 per month, Atlantaʼs Cost Per Lead was $196.21. Since March 2010, Window World of Atlanta has received an average of 73.3 leads per month, generated for just $112.47 each, which is $83.74 less than the original cost. Window World of Atlanta has now permanently upgraded their monthly advertising budget to $10,000 per month into Google AdWords.

Conclusion

As a result of this increased monthly budget, Window World of Atlanta has decreased their Cost per Lead by over $83. In addition to a lower CPL, TriMark was also able to increase the number of total AdWords leads by an average of 60.6 leads per month.