FastSpring Paid Search Case Study

CPC Search took over FastSpring’s paid search efforts recently, and within the first month we achieved dramatically improved results:

• Conversions up 93%
• Cost-per-conversion down 35%
• Converting keywords up 100%

Our areas of focus in month one were bid optimization, better matching ads both to value propositions and also to keywords in the ad group, and breaking out additional ad group and keyword categories.  We also instituted additional keyword-level tracking in order to start to evaluate keywords as they pertain to lifetime value of a signup. This data will be very valuable in the coming months and years, since it will allow us to gain more visibility into keyword categories that drive higher quality and larger vendors versus those that drive lower quality or smaller vendors. We will use that information to re-assess CPA targets.  This is not a new relationship for us – however, it is a very new client, and we hope to report additional positive developments for this client over time.

PPC Case Study: Bill.com

CPC Search took over Bill.com’s paid search efforts recently, and within the first 3 months we achieved dramatically improved results:

• Conversions up 172%
• Cost-per-conversion down 67%
• Converting keywords up 144%

Our primary areas of focus in the first 3 months have included new keyword discovery, adding match types, organizing campaigns into more tightly-focused ad groups, and making sure ads are written to increase both CTR and even more importantly conversion rates. We also suggested that the client focus less on overall monthly budget and more on acquiring as many conversions as possible while keeping within a maximum target CPA.  We also determined – after much testing – that for Bill.com, the Google Search Partner network delivers a lower quality user and lower converting clicks, so we decided to shut this inventory off.  This is still a new client for us, so it’s “onward and upward” from here!