3 Month Stats – The Added Value Of A PPC Agency
When enlisting a PPC management agency most merchants priorities are to grow their sales revenues and reduce their cost per sale, the added benefits of using an agency are many such as time savings in account management time as well as keeping up on search engine changes etc. but good ppc agency will optimise your account to perform at the best mix of volume and cost that you are aiming for rather than just maxing out the spend of an account to benefit their earnings.
Below is data from an account we started on in late December, we have just completed 3 months and enjoyed the journey to optimising their account, it’s not finished yet by a long way but the 3 month journey has taken their cost per lead down from an average of £135 to £31 (Campaign 1 high of £51 down to £26, Campaign 2 high of £221 to a low £61) of at the same time as increasing their leads from 19 per month to 95 per month whilst maintaining the same quality.
The account is one in the cosmetic surgery sector, and below are the figures for the 3 months we have managed the account plus the baseline month of December, there are two main campaigns for different treatments, our work has focussed mainly on Campaign 1 at the client’s direction, but we have optimised campaign 2 a little too, although in February we over optimised it and got more leads but the quality dropped so we turned it down a little to reset the quality :
The client wishes to take things very slowly and methodically due to past ppc agency issues and that’s our favoured approach so we have made some very solid progress in the three months as you can see, the main point to take is that we have only taken the spend from £2,576 to £3,000 yet we have generated an extra 76 leads for this £500 in extra spend, that works out at a mere £6.57 per extra lead, resulting in an overall cpa reduction from £135.59 to £31.59 a saving of £104 per lead.
To get the extra 76 leads at their previous CPA would have cost 70 C1 leads at £51.29 plus 6 C2 leads at £229.26 totalling £4,965.86 so if still running in-house at December’s figures the spend would have to be more towards £8,000 than £3,000 to get the 95 leads in.
This growth in leads with a simultaneous reduction in the cost per lead/sale is why it’s worth letting a PPC management agency take over your Google AdWords account management. The fact you get dedicated professionals who keep their finger on the pulse of the PPC management industry, save you time, stress and focus on keeping your ppc moving along whilst freeing you up to work on your business instead of in it are all added bonuses too!
