This is a real-life case study of PerformancePPC, a team of professionals 100% focused on creating and optimizing your Pay Per Click Campaigns in Facebook, Google, LinkedIn.
At the beginning of the article we will present the case, the problem and our solution.
Given the amount of sensitive data outlined in the article and evident by the actual dashboards we will see below, the name of the client company may not be mentioned.
The company
The client is a large retailer in the furniture industry, specializing in garden furniture. Its market is B2B, meaning it sells furniture (under its own brand name) to retail furniture stores, throughout Italy and other countries.
The strategy
Our service with this client started in November 2018.
Again, we made use of our Synergistic Method to succeed in achieving our goals.
Our strategy focused mainly on two channels: Facebook/Instagram sponsorships and Google Ads campaigns.
The strategy on Facebook Ads included:
- Post sponsorships to attract cold audience and keep warm audience;
- Contact generation campaigns;
- Remarketing campaigns to those who had already been in contact with the company;
- Campaigns to promote new catalog products.
The strategy on Google Ads included:
- Campaigns to intercept customer brand research;
- Campaigns to promote catalog products;
- Graphic campaigns to reach cold audiences (who do not yet know the brand);
YouTube campaigns to promote videos.
The results
Below we will report the most significant results of both Facebook and Google Adv campaigns achieved throughout the year 2019, showing positive growth from the moment the client started working with us.
During 2019:
- traffic to the website increased by 120%;
- the cost per click from Facebook dropped by 95 percent;
- the cost per click from Google dropped by 32 percent;
- we achieved 2,334 conversions from Facebook;
- we achieved 3,392 conversions from Google.
Traffic to the website
Despite the objectives being focused on performance, aiming for conversions from users, the website traffic consistently increased during our campaigns. This traffic consists of a non-random target audience , we can also see this from the average session duration of 3.37 min and the low bounce rate (% of exiting the site immediately after landing).
In the 10 months of operation, traffic to the company’s website has achieved:
- + 351,184 new users
- 00:03:37 average minutes spent on the web page
- 35.59% Bounce rate (an average low percentage)
Below we show in detail the evident growth in new users obtained since October, a period when the company began to invest twice the budget in Adv campaigns. The increase reported in the results comes especially from sponsorships made on Facebook and Instagram, thus from Social Networks.
After a few months of collaboration, the results were so positive that the owners decided to invest in digital marketing in the Spanish market as well. We thus began managing the Google and Facebook accounts for Spain to promote the dozens of outlets in the Iberian territory.
New user traffic has had stable, positive growth since September 2019, i.e. since we started with the Adv campaigns.
To see more specifically whether Adv campaigns have been effective for the purpose of increasing the number of visitors within the site, let’s look at where the origins of traffic come from.
This dashboard shows the difference between the average of 2019 and the month of November 2019 in which the company invested more on the budget allocated to online Adv.
The first image shows that 21% of the traffic to the site comes from pay per click and thus from paid search. 47% of the traffic seems to be coming from organic traffic, i.e. people who arrived from searches carried out directly from the Google search bar.
In November, as the budget increased, traffic to the site from paid searches also increased: PPC increased to 43%, while organic searches dropped to 32.6%.
Cost Per Click – Facebook Ads
Let us now turn to the results from Facebook sponsorships evaluated over a one-year time frame: from November 2018 to November 2019. Although the purpose of these campaigns was lead generation and not to bring traffic to the website, they still led to an increase in visits to the page.
Results 8.5 million ad impressions, 227,000 clicks.
As we can see in one year a number of 8.5 million impressions and 227 thousand clicks from Facebook ads to the website alone were achieved.
CPC = 0.09€ cost per click average 2019
+227,299 Click on link
The dashboard below shows a CPC comparison between November 2018, when the campaigns were not yet managed by PerformancePPC, and November 2019, a time when we were already working in the client’s accounts.
CPC comparison between November 2018 (0.99€) and November 2019 (0.05€)
The results speak for themselves: comparing the two reporting periods there is a savings of -0.94 € cents per click, bringing the CPC from 0.99 cents to 0.05 cents.
The CPM (Cost to get 1000 ad views) has also been reduced by 60%, from €5.20 to €1.95.
CPC = $0.99 cost per click before PerformancePPC
CPC = $0.05 cost per click with PerformancePPC
CPM = $5.20 cost per thousand before PerformancePPC
CPM = $1.95 cost per thousand with PerformancePPC
Cost per Click – Google Ads
In one year, we obtained 62.25 thousand clicks made by Google ads and 13.3 million impressions were achieved, which is equivalent to the number of times the sponsored ad appeared in both search and display networks.
The red line shows the time trend of impressions with an evident peak during the month of November 2019 period when the client increased the investment budget on online Adv.
Continuing to consider the month of November 2019, we see how the trend of the investment curve (orange) goes hand in hand with that of impressions.
Another important positive is the cost per click.
When we started with the campaigns, in November 2018 the CPC was 0.22€.
It decreased during the year until we were able to lower it to an average of 0.15€ cent in 2019.
Average CPC 2019: -32%.
Conversions from Facebook
Earlier we talked about conversion to mean all the times in which the user, after landing on the company’s website, takes meaningful actions. In the dashboard below, we have selected the most relevant conversions made through Facebook sponsorships.
We remind you that it is not possible to purchase the products directly on the client’s website because it is not a complete E-commerce site. However, one can find an online catalog with all their products on the market, and users can select the ones they are interested in and add them to the Wishlist cart that will be sent to the nearest store.
So here the first objective achieved was to increase the number of carts added to the Wishlist:
+174 new shopping carts.
The second goal was to increase website searches of brand outlets:
+ 548 new point-of-sale searches
The third objective concerns the number of users who, after creating a Wishlist, completed the submission to the store:
+25 new Wishlist mailings to the point of sale.
The fourth goal achieved was to increase visits to the page where stores can be found:
+1500 visits to the outlets page.
Conversions from Facebook – Contact Generation
To generate new leads from Facebook, we created 14 Adv Campaigns for Catalog Downloads .
We got a list of 26,993 contacts in one year, a very important figure when you consider that any one of these could be a potential customer.
The cost per result, each contact collected through Facebook with Email, first and last name is 0.41€.
Conversions from Google
The graph shows data inherent in conversions achieved through Google from November 2018 to November 2019.
+ 62,255 Clic
+3,392 Conversions
2.70 € per single conversion
The conversion cost, in green, was very high in November 2018 when we started with the campaigns. Since December, the cost of conversion has fallen sharply and steadily thanks to ongoing optimizations made on campaigns.
As a result, the number of conversions (in red) increased, with an obvious spike in November 2019 due to the doubling of the budget.
Below we can see what the top Google conversions were in 2019:
In this case, the highest conversion result is about adding products to the Wishlist cart:
+273.00 Added to Wishlist
Social – Facebook
Thanks to the good editorial calendar produced by the company and continued PerformancePPC sponsorship, Facebook page fans grew throughout 2019 (dark green line).
Social – Instagram
Regarding Instagram, our main activity has been to sponsor stories and posts already created by the Brand.
Conclusions
The case study demonstrates how by working on campaigns, on the technical side, interesting results can be seen already in the short and medium term. This often already leads us to outperform most competitors in our target market. To really get to the top, however, and have long-lasting results, one must know how to work on the marketing strategy. In fact, there is no technical support for a poor strategy.
At PerformancePPC, we specialize in accompanying small and medium-sized companies, which are already investing 2,000 to 50,000 euros per month online, toward a sustained and sustainable growth path with high-level support on both the technical and strategic parts of their online marketing campaigns.
Credit
They worked on this project:
Fabio Faccin (Strategy PPC – PerformancePPC)
Alessia Spadaccini (PPC Specialist – PerformancePPC)
Luca Faccin (Manager – PerformancePPC)
