AdWords & SEO Case Study:
The Center for Personalized Education for Physicians (CPEP) reached out to us in need of web traffic improvements and optimization of their ongoing AdWords Grant Campaign. With offices in Denver, CO and Raleigh, NC, CPEP had been a client of ours for years for graphic design/print materials, so we were able to use our knowledge of their unique niche and target audience to proceed with PPC efforts.
We rolled up our sleeves, brewed more coffee, and dove right in…
After some fresh research into their industry, their existing traffic, behavior metrics, and keyword discovery (fancy way of saying that we gathered a ton of data on the who, what, why, and when of website visitors and online ad-clickers), we built a strategy to maximize their $2 cost-per-click (CPC) AdWords Grant. After a quick collaboration meeting with our team and theirs, off we went.
Improving Quality Score – For Google Adwords Grant Campaigns, the budget and CPC is predetermined. That means working within a box. With a fixed ad spend, we knew that the best approach was to work to improve the Quality Score. We did this by:
- Curating CPEP’s keyword targets
- Sprinkling magic into the Ad Sets (Yes, we do have an in-house unicorn in case you’re wondering.)
- This in-turn increased click through rates (CTR)
- Alas, we were able to increase CPEP’s Quality Score.
- Result: Ads gained much more exposure and UP went their traffic!
After seeing the results of rebuilding their Google AdWords grant campaign, CPEP decided to include a paid AdWords campaign.
The results showed a 151% increase in traffic within the first 30 days.
This immediately increased class registrations, calls, and overall revenue for their organization.
620% Increase in Website Traffic Overall
65% Decrease in Bounce Rate
By curating CPEP’s traffic and keyword targets based on engagement metrics, we were able to decrease their overall bounce rate from 67.3% down to 2.4%.