Case Study 1 - Better Return for your Investment


A new Plymouth Wedding photographer launched their website in September 2013. The market was already saturated with wedding photographers and as a new business, there was no word of mouth for them. They had a very low marketing budget to start with as their money was already invested in starting up the business.


The Wedding Photographer decided to try two methods of advertising. One was in a dedicated wedding magazine widely circulated in Plymouth and the surrounding areas. The other was with a Google AdWords Pay-Per-Click campaign.


Over a comparable 2 month period, here is how the two marketing strategies compared.



Magazine advert

(October 2013 & November 2013)




Advert Cost £125
Advert views ?
Number of enquiries 1
Cost per lead £125
Confirmed bookings 1
Value of bookings £225
Return on Investment 80%

vs


Pay-Per-Click Campaign

(October 2013 & November 2013)




Advert Cost £152.75
No. of website clicks 214
No. of website leads 15
Cost per lead £9.55
Confirmed bookings 9
Value of bookings £4100
Return on Investment 2584%


Conclusion – This was a no-brainer for the Wedding Photographers who now solely use a managed Google AdWords Pay-Per-Click campaign to bring in the majority of their business (other than word-of-mouth).


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Case Study 2 - Discovering a Weak Spot


A well- established local interior decorator was looking for new ways to spend their marketing budget to increase revenue. They already had a website they built themselves and wanted to increase traffic to the site to raise their profile and get more customers to their Plympton store. They had already tried numerous marketing strategies such as radio and magazine advertising at great expense but with varying degrees of success and a low return on investment.


We implemented Google Analytics on the website to understand what the customer behaviour was at present. We collected data for two months before we set up a targeted Google AdWords Campaign – continuing to analyse customer behaviour for another 2 weeks.


Here is how the results compared:



Pre PPC Implementation

(2 month period)




No. of Website Visitors 90
No. of PPC Visitors None
Total PPC Campaign Cost £0.00
Bounce Rate (No. of customers who leave site straight away) 59%
Average Customer Visit Duration 41 sec
Number of Website Leads 0
Number of Customers in-store after visiting website 0

vs


Post PPC Implementation

(2 week period)




No. of Website Visitors 196
No. of PPC Visitors 134
Total PPC Campaign Cost £58.16
Bounce Rate (No. of customers who leave site straight away) 58%
Average Customer Visit Duration 40 sec
Number of Website Leads 0
Number of Customers in-store after visiting website 0


As you can see, traffic to the website increased massively. In just 2 weeks there were more than twice the number of visitors than had been seen in the previous 2 months. However, customer behaviour had not changed – visitors were not engaged by the website itself and therefore were not converting to paying customers.



This information was still incredibly useful to the Interior Decorator. They learnt that their website was not attracting customers. Our recommendation was for a new website to be designed professionally. The Google AdWords campaign was paused and will restart once the new website has been built.


In this instance, without the Google Analytics being run first, we would not have known that there was an underlying issue, and this business could easily have spent a lot of money on AdWords without getting anything in return because it was his website that was actually the issue. Well worth the £58.16 in our opinion.


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