Case Studies

Pay Per Click Case Study Industrial Sweeper and Scrubber Dealer for the Mid-Atlantic

History

Sweeperland.com represents the division of Bortek Industries, Inc that distributes industrial floor sweepers and scrubbers to customers in the Northeast US.

After WebpageFX effected an extremely successful website redesign and search engine optimization campaign, Bortek contacted WebpageFX to overhaul their Google Adwords campaign.

• Problems
• Solutions
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Problems

The Sweeperland.com Adwords campaign contained large numbers of keywords in only a few ad groups. The same ads were serving a vast range of unrelated keywords, which hampered click-throughs.

All ad groups sent visitors to the sweeperland.com homepage instead of the page that related to their keyword search. Directing PPC visitors to the homepage decreased conversions and increases abandonment.

Each ad group only ran 1 ad at any given time. Having at least 2 ads running simultaneously enables the formulation of best practices based on past performance.

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Solutions

WebpageFX reorganized all large keyword groups into smaller, more targeted ad groups and wrote new ads specific to each new keyword group.

We also changed the landing pages for each ad group. For example, searchers for “floor sweepers” are now taken to the page about floor sweepers instead of the homepage.

2 ads now run for each specific ad group. These ads are constantly replaced and reworked to maximize effectiveness.

Results

Following our initial overhaul:

• Total cost decreased 45%
• Click through rate increased 121%
• Cost per conversion decreased 91%
• Conversion rate increased 1,100%
• Total conversions increased 533%

After contracting with WebpageFX, Bortek Industries now enjoys 5x the number of conversions for about one half of the cost.