Study - Software
This AdWords Case Study is about a software business
that wanted to generate more traffic to its website internationally.
It was essentially a start up campaign because whilst
my client had an existing AdWords account up and running, this campaign was for a new product
As it often the case with new campaigns, it takes a
while to find out what works and what doesn't both in terms of bid prices, ad copy and ad
The key campaign parameters here were that we had a
fixed budget to begin with and wanted to grow traffic levels within that
The graph below shows two variables and how they
interacted over time.
The graph is a little compressed here but what it
shows is the cost per click - green line - falling away initially very sharply and then steadily. Over the same
period the number of clicks, shown in blue, increases by nearly a factor of over 10.
During this period the budget was constant so none
of the additional traffic was due to budget increases. It was all due to adjustments I made to optimise the
On the first day of the campaign my client got 17
clicks and over the last 7 days he has averaged 197 clicks a day which is about an 11-fold increase. I am
expecting to continue to grow traffic volume by manipulating various settings within the
One problem with this campaign is that we are
restricted for trademark reasons in what we can say in the ad copy which means that getting strong click through
rates for ads remains a challenge.
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25th January 2012
Tel 01672 520024