We recently wrote an article on why top ranked sites benefit from Pay-Per-Click (PPC) advertising such as Google Adwords.  In a recent case study we designed and developed a fishing guide website that was launched in under a week.  The entire industry for the area is extremely sluggish, but we were confident that a highly optimized and research PPC campaign would enhance business consistently.  For this reason, we would rather do PPC marketing, than go after the natural rankings in the initial life of the website.

We first start out with a consultation of the client who in turn knows the particular industry the best.  We find out the area, types of services, etc. and then begin to do our own keyword research.  We use tools such as the Google Adwords keyword tool to investigate the market among many in-house tools developed by our programming staff.

Once we have a high level of education for this particular client’s business and marketing, than we put it together in an Adwords campaign.  We charge a one time setup fee to setup the campaign and then a small maintenance fee to tweak and optimize the campaign over time.

In this case study, we decide to only target keywords that we know (from previous experience) that will convert for a fishing guide.  This will keep ROI up and along with conversions.  Based on the slow industry reports, we don’t have time or money to experiment on keywords that may or may not produce, so for this study we kept to high converting potential only.

In the following screenshot you can see that we are converting each click 15% of the time at a cost of only $11.33 per conversion!  So for every $11.00 or so, this guide is potentially booking a fishing charter.  While the conversion rate varies in each industry and the state of the economy, you can only benefit from having a professional company like ours in your corner, constantly tweaking your marketing dollar.

Not all websites will convert this well due to design issues.  Your website has to look professional and able to easily navigate to your conversions.  We have taken on clients with poorly designed websites in the past, only to see those waste marketing dollars.  Revamps are generally easier than a website from scratch, so please inquire.