Success with Promotional Paid Search
IMPAQT Case Study: Retail
One of the largest direct marketing and promotional agencies in the country enlisted IMPAQT to tackle a unique challenge. Their RV client was about to launch a mini-site for their monthlong sales event and needed an accompanying PPC campaign.
QUESTION:
How could IMPAQT launch a thorough campaign to help the client attract and track unique visitors to the site, while working under the time constraints of a promotional period?
REVELATION:
Under the tightest of deadlines, IMPAQT set out to construct the campaign. Our Client Services Team brainstormed the keyword list and campaign ad creative, while our Data Management Team worked to implement a customized session-based tracking system to gauge campaign performance.
The IMPAQT:
Despite the inauspicious nature of the campaign’s beginnings, it was a resounding success:
- Campaign launched on schedule in both Google and Yahoo!
- In the "month-long" engagement, over 25,000 highly-targeted visitors were directed to the mini-site
- 200+ visitors requested more information
- 1,700 downloaded a brochure
- 2,500+ located a local dealer
- In total, the campaign produced over 4,500 unique conversions, for an astronomical 17% conversion rate.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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Success with Promotional Paid Search