WINDY CITY STRATEGIES CASE STUDIES
Company: Suppliers of industrial protection products
Overview: This is a client referral. It outsourced its current pay per click campaign management to Windy City Strategies in order to help relieve staff workloads. The company was happy with the current pay per click advertising campaign and believed that it had already achieved the maximum results possible from this type of advertising.
Goals: The company maintained a current campaign budget of $23,000 per month, resulting in an average of 60-70 sales orders per day, but wanted to try and decrease the budget, while keeping the same sales per day.
Strategy: Windy City Strategies analyzed the company’s pay per click account and noticed that the campaign, while successful, consisted of generic keywords aimed at a broad audience. The overall success, however, could grow even more if the advertising campaign was divided into more specific, varied keyword category lists that highlighted individual products. Windy City Strategies advised that this change would in turn attract more qualified industry-related consumers, resulting in more efficient spending of the company advertising budget. Content network campaigns were created with a specific budget allotted for each campaign, which brought in cheap clicks from relevant websites.
Accomplishments: Windy City Strategies exceeded the company’s sales goals by over 200% with 150 average orders per day. In 2007, the company had only gone over 100 orders in a day twice. Also, campaign click-through-rates (CTR) and conversion rates doubled while the cost-per-click (CPC) was cut in half, which allowed the company to spend less for its advertising, while still attaining its increased results. They are now spending $10,000-$15,000 per month based on the season.
