Ecommerce PPC Success: Low Cost Per Click, High ROI

We want to share how a client saw positive results quickly, and what steps Evolve took to make it happen.

When we first talked to VetRxDirect, a national online pet pharmacy, we discovered the site had been experiencing a harmful drop in traffic due to Google’s Panda update. This notorious change to its algorithm allowed Google to fight against promoting alow quality websites in search results. The change was especially hard for ecommerce websites, which often unintentionally experience duplicate content or thin pages.

Optimize

 

Since the decrease in organic traffic, VetRxDirect had been relying on paid search for much of its inbound visitors, but as any business knows, paid search can quickly devour a marketing budget, especially if it is not optimized.

Understanding Our Client’s Goals

The most important objectives were to remedy the drop in traffic (and revenue) from the Panda update and to better understand visitor behavior. Our client was also skeptical of Evolve’s ability to decrease the cost per click (CPC) for the paid search ads.

Developing a Strategy to Meet Goals

As a Google Partner agency, Evolve has a strong track record of driving revenue through paid search. Our experts build flawless campaigns that target the right customers and drive to strategic landing pages. In the case of VetRxDirect, we were able to quickly find and eliminate waste in paid search efforts. Refining the campaigns with up-to-date keyword research allowed our PPC team to lower the cost per click and optimize the cost per conversion.

 

An efficient paid search campaign does more than drive leads and revenue; it also provides visitor behavior insight that can be applied to organic efforts. We explained to our client that paid search improvements would deliver a clearer understanding of the needs and online patterns of its primary customer.

Research from the Online Market Audit delivers critical insight regarding the online opportunity for VetRxDirect to make cost-effective decisions online, including:

  • Online investment
  • Acquisition
  • Strategy
  • Continued growth

Strategy Implemented

As mentioned, Evolve’s paid search team fulfilled paid search campaign improvements, which consisted of keyword research, positive/negative keyword expansion and enhanced messaging. The result was a lowered cost per click and a higher conversion rate.

 

We are still preparing an Online Market Audit for this client, but the initial success in paid search is already exceeding online lead generation goals. We are confident that the results from the existing campaigns foretell success for VetRxDirectas future organic traffic and revenue.

To learn how your organization can benefit from the services Evolve provides, fill out the form below or call us at 1-844-Go-Evolve.

And if you are in need of medication for your pet, we know a guy.

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