American Wedding Increases Search ROI
Portent’s search engine optimization team also worked to improve American Wedding’s unpaid search rankings. The improvements boosted their overall ROI from search to 6:1.
Client: The American Wedding
Web Site: www.theamericanwedding.com
Challenge: The American Wedding never saw a positive return on investment from their pay-per-click dollars. They spent tens of thousands of dollars every month, but suspected they weren’t even breaking even. They hired Portent to handle all of their Internet marketing. But most important, they needed immediate improvement in their ROI from paid search.
Portent’s Tactics: Implement and Apply Google Analytics
Portent worked with American Wedding to set up Google Analytics, with e-commerce tracking, on their site.
With Analytics, Portent was able to review the return
on every keyword in American Wedding’s pay-per-click campaign.
We compared the per-visitor value of each keyphrase and ad unit to the cost of those visitors. Then we increased some bids while decreasing others.
At the same time, we used Google Analytics’ site overlay and keyword reports to recommend a variety of usability and search engine optimization changes.
Finally, navigation path analysis let us reduce consumer ‘bail out’.
The Results: Positive ROI
Over a six-month period, American Wedding saw their ROI from Google Adwords, Yahoo and MSN AdCenter increase first to 2:1, then 3:1, and then 4:1. Overall return on investment from search (including both paid search and search engine optimization) is now 6:1.
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