Paid Search, Quick Profits: How Dinette.com improved conversions
and reduced costs with smart PPC spend
Dinette.com
Service: PPC Management
sales conversion increase: +77%
Costs: -45% per conversion
other results:
Over all costs reduced by 15%
- projected multi million dollar increase in revenue
- staff understanding of GWO and the web optimization process
- a powerful demonstration of how improving the user experience improves overall profitability
The Client
Dinette Direct Inc. is a leading wholesaler and e-retailer of dinette sets. Their site launched in 2001 as DinetteDirect.com, before rebranding and re-tailoring towards web consumers under Dinette.com.
The Challenge
When Dinette re-tailored their web presence as dinette.com they knew that they not only needed to refocus their inventory towards web consumers, but also their marketing strategy. In July of 2008, with a PPC strategy that was neither bringing in the traffic that they wanted, nor driving the sales that they thought it should, they approached VKI Studios to restructure their Pay Per Click (PPC) campaigns.
The Solution
The VKI Studios PPC team reviewed the Dinette Adwords account and then completely restructured it, reducing spend, increasing conversions, and raising revenue through a combination of research, analytics, and optimization.
In depth Keyword Research and Management
VKI Studios knew that one of the most important parts of a PPC campaign is careful keyword choice. Through extensive keyword research VKI Studios expanded Dinettes keyword list, adding a large number of negative, phrase and exact match keywords. These allowed VKI Studios to tailor the traffic coming to Dinette.com, saving money by buying only the most relevant clicks.
Intense keyword bid management
A fantastic campaign can still fail if you’re spending too much money on the wrong ads. VKI Studios analyzed the return on income (ROI) of Dinettes products, and adjusted their bids to optimize profits.
Copy Testing for maximum conversion
Simply knowing where to place ads isn’t enough. VKI Studios implemented split copy tests to determine the top performing ad copy, and rewrote Dinettes ads based on the results-producing top performing ads, that tempt viewers to convert.
Detailed ad group management
New keywords and copy meant that Dinette’s PPC strategy required new carefully themed ad groups. VKI Studios implemented a host of new ad groups targeted towards specific products, so as to help potential customers find exactly what they want.
Highly targeted landing pages
The final part of VKI Studios’s restructuring strategy was to take the traffic Dinette was paying for, and focus it towards strategically chosen landing pages. By presenting interested purchasers with products directly related to the terms they were clicking, VKI Studios smoothed the conversion process.
The Results
Within one month Dinette’s accounts skyrocketed. Costs per conversion were reduced by 45%, over all costs were reduced by 15%, and their conversion rate skyrocketed, increasing 77% over their old campaign.
Adrian Stepzcynski, VKI Studios
Alex Tomin, VKI Studios
