Case Study - AdWords for Coupon Sites

When coupons and websites with competitions were at the height of the business in 2011, DART was approached by the promoter of competition website from Australia. The client platform provides a variety of online competitions like car competitions, holiday competitions, cash competitions, etc. The competitions offer prizes including BBQs, cosmetics, baby gear, shopping vouchers, cookware, fashion, appliances, hair care, and much more. More than 300 competitions are listed on the website. Each competition provides details of prizes

Problems

The entrepreneur was facing increasing competition in the market with ever increasing cost per conversion. The prime metrics in competition and coupon sites is the cost per conversion. The moment the cost per conversion goes up the profits start dwindling.

Methodologies

In order to achieve the goal of bringing down the cost per conversion, DART analyzed the clients website, keywords and ads on the website. After a detailed performance analysis, our Analysts identified that there was a need to add more variations of keywords, and that ads should reflect the offerings as well. Also, there was a need to add more negative keywords to bring down loss of clicks due to irrelevant keywords. DART introduced optimized ads, and also performed a range of in house developed optimization processes which resulted in lowering the CPC. The new ads were tested and introduced. The ads that were performing poorly were deleted. The entire ad campaign was restructured. DART enabled conversion tracking for three types of conversions: sales, catalogue requests and contact forms.

Results

The efforts made by DART brought tremendous results. We could bring down the cost per conversion to $.79 from $1.11 in the first month of account management due to the right strategies introduced. Details are as follows; DART Analysts managed the account for a period of one year and brought substantial saving to the company. The client opened a series of coupon and promotion sites during the period, and thus DART could contribute to the success of the venture.

DART’s AdWords Services

DART provides effective Ad- Words account management services that help lower the CPC. www.adsosnearches. com promoted by DART is a Google Partner in online promotion. Details of our partnership can be found at https://www. google.com/partners/#a_profile ;idtf=09893822702157207051; DART provides expert keyword research services and has an in-house developed optimization process. Continuous research work is carried out to provide better services. A dedicated Analyst team for PPC campaigns includes both technology and domain experts.