Adwords Case Study - Cost Reduction - 47% Savings

Background

This was an unusual assignment. The French client imposed some interesting restrictions on us.

• We could not change the keywords they were using
• We could not add any negative keywords
• We could not change the account structure – no new campaigns for instance
• We could not (initially) edit any ads

In fact there was very little freedom for manoeuvre.

We could not start up Display Network advertising either which is a good way of getting low cost traffic (although it does not usually convert as well as Google Search traffic). See more on Display Network here.

The Challenge

The challenge we were set was to reduce their cost per click whilst maintaining existing traffic levels within +/- 10%. Success or failure was judged by comparison with the same period the previous year.

Our fees were based entirely on what we could save my client – under this quite restrictive scenario!

The Results

Period	Clicks	CTR	CPC	Cost
March 2010	1,860	7.55%	€1.85	€3,449.21
March 2011	1,845	5.69%	€1.19	€2,203.92
% or Change	99.19%	-1.86%	-€0.66	-€1,245.29

So we saved our client about 35% in March, or in this case €1,245.29.

Period	Clicks	CTR	CPC	Cost
April 2010	1,497	8.17%	€1.69	€2,528.95
April 2011	1,510	5.88%	€1.11	€1,682.05
% or Change	100.86%	-2.29%	-€0.58	-€846.90

In April we did not save them so much – just €846.90 – they spent a lot less in that period last year than the previous month. The total saving in percentage terms was 33.4%

Period	Clicks	CTR	CPC	Cost
May 2010	1,854	7.49%	€1.65	€3,065.34
May 2011	1,876	6.22%	€0.84	€1,573.38
% or Change	101.18%	-1.27%	-€0.81	-€1,491.96

In May things got more interesting as we started to exploit the additional data we were gathering. We saved them -€1,491.96. In percentage terms it is 48.6%.

All without adding (or taking away or pausing) any keywords to the account.

After a couple of months we got the following email from our client

Google called on Friday to discuss why my payments have decreased so dramatically.

After a couple of months the client had confidence in us and were allowed to change and make new ads which lead to further month over month savings.

Below you can see how the average savings for a 12 months period came out at47.20%.

Of course, once the assignment ended the client continues to enjoy the savings.

Here is what the client emailed a potential clent

It’s with great pleasure that I recommend The Catalyst Partnership’s work. They are efficient, timely and has brilliant ideas as how to streamline our Google Ads campaigns.

The results were visible from the start and the financial results of the first month were outstanding. And it is even getting better now (we are nearly half way in the second month of our collaboration now).

Conclusion

It is almost certain that we can save you a great deal of money on your Adwords. We only work with clients were we can make substantial improvements. Sometimes even on a no cure no pay basis as we did with this client.

Please contact us if you are interested in knowing how we can improve your Adwords significantly. It might even cost you nothing.

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