Kellysearch versus Google
17
Funnel Research Project 1 Case Study 1 Funnel Research Project Method To build campaigns on Google over 3 month period (different campaign sizes) To set up Kellysearch campaigns to run in parallel (matching cost) To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs Proving Kellysearch Delivers Quality Ad Impressions Clicks Enquiries Orders Case Study 1 Campaign: January to March ’08 Client market: Manufacturing Product range: rivets, eyelets, machinery Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test) Advert Impressions: 158,889 1,510 Client Testimonial Google enquiries were a distraction for my sales people “ “ Kellysearch enquiries were much more focussed “ “ Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork “ “ Supporting video testimonial available on request C Funnel Research Project Method To build campaigns on Google over 3 month period (different campaign sizes) To set up Kellysearch campaigns to run in parallel (matching cost) To clone site (with agreement) and host on an ISP Set up trackingtools to track conversions using3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set upCRM module at customer end to track lead to order conversion KPIs Proving Kellysearch Delivers Quality Ad Impressions Clicks Enquiries Orders stimonial a dist tra action for my sales people “ were mu uch morefocussed “ rge for r r th he Google orders as it he pap p per rwork “ “ monial
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Transcript of Kellysearch versus Google
Funnel Research Project
1Case Study 1Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
CFunnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISPSet up tracking tools to track conversions using 3rd party software
Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
stimonial
a disttraaction for my sales people “
were muuch more focussed “
rge forrr thhe Google orders as it he pappperrwork ““
monial
MethodTo build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
1Case Study 1Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Case Study 1unnel Reseaarch Prooject
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISPSet up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Caase Study 11Campaign: Januuaryy to March ’0
Client market: MMannufacturing
Product range: rriveets, eyelets,, m
Campaign Costss: £500 p/mon £6000 packka
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Proving Kellysearch Delivers Quality
1Case Study 1Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
AdwordsCase Study 1over 3 moonth period (different campaign sizes)
gns to rrrun in parallel (matching cost)
) and hooost on an ISPonversionnns ussing 3rd party software
for eachh refeerring site)
omer eend tto track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Addvert Impree
158,889
Adwords
1Case Study 1
1Case Study 1Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
Adwords
Example emails
Case Study 1
Kellyssearchh Deelivvers Quality
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
Usser Actionss
Phone calls Emmails Orders
Adwords
Clicks
Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Case Study 1
1Case Study 1
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
Adwords
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
Ca e SStuuddy 1
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Coompparativee
Cost Per Click
CTR (Clicks % of Imprressions)
Cost Per Lead
Lead Conversion (callls + eemails % of orderrs)
Cost per Order
(Average Order Valuee)
Advert Impressions
158,889
1,510
Adwords
1Case Study 1 2Case Study 2
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
udy 1Marchhh ’088
acturingg
eyeletss, mmachinery
00 p/mmontth Google (£1500 for test)000 paccckaage Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Exxammple emma
User Actions – where the value is
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
490
1Case Study 1 2Case Study 2
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
dy 1Marchhh ’088
cturingg
eyeletss, mmachinery
0 p/mmontth Google (£1500 for test)00 paccckaage Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
Clicks
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Exxammple em
2Case Study 2
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Example emails Case Study 2Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
1,510
Adwords
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
AdwordsCase Study 2
tive SStatisstics
% of ordeeers)
Example emails Case Study 2Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Addvert Impre
158,889
Adwords
Google enquiries were a distraction for my sales people
Client Testimonial
“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Video Testimonial
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
Adwords
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “ 1Case Study 1
Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Video Testimonial
e emaiils Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “ Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISPSet up tracking tools to track conversions using 3rd party software
Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Prroving Kellly
Ad Impressions
Clicks
Enquiries
OrdersVideo Testimonial
Video Testimonial
User Actions – where the value is:
Phone calls Emails Orders
Orders 8
10
8
£550
-£950
10
£4,300
+£2,800
Value
ROI
Adwords
Adwords
12
18
49
74
Clicks
4,066
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
Adwords
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “ 1Case Study 1
Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Case Study 1Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test) £6000 package Kellysearch (£1500 for test)
Video Testimonial
e emaiils Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “ Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISPSet up tracking tools to track conversions using 3rd party software
Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Prroving Kellly
Ad Impressions
Clicks
Enquiries
OrdersVideo Testimonial
2Case Study 2
2Case Study 2
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
Adwords
Example emails Case Study 2 Advert Impressions: User Actions – where the value is: Comparative StatisticsCampaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
Orders 0
3
0
£0
-£800
3
£6,000
+£5,200
Value
ROI
Adwords
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
2.55%
£21.60
-
-
Adwords
Funnel Research Project
Case Study 2
emaills Case Study 2 Advert Impressions: Usser ActionssCampaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls EEmails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Campaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £3200 package Kellysearch (£800 for test)
Case Study 2
2Case Study 2
Example emails Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
Case Study 2 Advert Impressions: User Actions – where the value is: Comparative StatisticsCampaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
2.55%
£21.60
-
-
Adwords
Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Ca Stuuddy 2
Case Study 2 Advert Impressions: User Actions – where the value is: Coompparativee Campaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Imprressioons)
Cost Per Lead
Lead Conversion (callls + eemails % of orderrs)
Cost per Order
(Average Order Valuee)
Advert Impressions
133,431
16,963
Adwords
2Case Study 2
Client Testimonial
Google enquiries were a distraction for my sales people“ “
Kellysearch enquiries were much more focussed“ “
Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Supporting video testimonial available on request
Case Study 2 Advert Impressions: User Actions – where the value is: Comparative StatisticsCampaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
2.55%
£21.60
-
-
Adwords
Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
udy 2 Advert Impressions: User Actions – where the value is: Comparative Statisticsne ‘08
uction
lition, aaasbeestos survey and removal
66 p/mmontth Google (£800 for test)400 paccckage Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
£21.60
-
-
Adwords
Funnee
User Actions – where the value is
Orders 0
£0
-£800
3
£6,000
+£5,200
Value
ROI
Adwords
Phone calls Emails Orders
3
Adwords
5
11
11
26
Clicks
826
69
0
2Case Study 2
Case Study 2 Advert Impressions: User Actions – where the value is: Comparative StatisticsCampaign: April to June ‘08
Client Market: Construction
Product Range: demolition, asbestos survey and removal
Campaign Costs: £266 p/month Google (£800 for test) £2400 package Kellysearch (£800 for test)
133,431
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
2.55%
£21.60
-
-
Adwords
Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP Set up tracking tools to track conversions using 3rd party software Analytics: Google Analytics IP Reports: BizViz Call monitoring: Buzz (one for each referring site) To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
The buying funnel
Ad Impressions
Clicks
Enquiries
Orders
Adwords
Client Testimonial
Google enquiries were a distraction for my sales people“ “Kellysearch enquiries were much more focussed“ “Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Video Testimonial
Funn
mpresssionss: User Actions – where the value is: Comparative Statistics
133,4331
16,963
Adwords
Phone calls Emails Orders
3
0
Adwords
5
11
11
26
Clicks
826
69
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
£11.59
41%
£50
18.75%
£267
(£2000)
£0.96
£21.60
-
-
Adwords
Client Testimonial
Google enquiries were a distraction for my sales people“ “Kellysearch enquiries were much more focussed“ “Often we couldn’t charge for the Google orders as it wasn’t worth raising the paperwork“ “
Video Testimonial
