Case Studies
IQ Chart measures value in search engine marketing
Click Volume
As an experienced pay-per-click (PPC) search advertiser, IQ Chart was receiving a fair amount of PPC traffic from a variety of search engines. Initially, IQ Chart measured the effectiveness of search engine advertising based solely on how many clicks it was generating. To better understand the real "value" of each search engine, IQ Chart decided to incorporate other variables.
Cost Per Aquisition
In trying to measure search engine marketing value, IQ Chart added up all of the clicks it received to its homepage from each of the six search engines it was measuring. It then multiplied the results by their cost per click (CPC) to get the total amount spent on each campaign. Finally, it divided the total amount spent by the number of conversions to determine the Cost Per Acquisition (CPA) for each search engine. At this point, IQ Chart needed another means of measuring search engine marketing success, because the CPA method did not yield actionable results.
Return on Investment
To determine the full value of its investment, IQ Chart divided the profit it had made by the amount it invested in each search engine. The results were surprising in that the search engines that delivered high volumes of traffic yielded a relatively low ROI, while Enhance Interactive added extra customers at a higher ROI.
Conclusion
Enhance Interactive played an important role in IQ Chart's search marketing efforts. The larger pay-per-click search engines delivered high click volume, but at a lower overall rate of return, while more effectively, Enhance Interactive delivered a lower click volume at a much higher rate of return - 200% ROI.
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"We've tested just about everyone in the business. Getting traffic is easy but after we looked at the revenue and profitability metrics it was obvious that the best value for our PPC campaign is Enhance Interactive. Their conversion rate is the best by a wide margin. Enhance Interactive delivers buyers, not just clicks - keep the leads rolling in!"
- Eric Maple, CEO, IQ Chart
Strategy for Success
IQ Chart was able to achieve its search engine marketing goals by employing Best Practices:
- IQ Chart elevated its average click price to be placed consistently in the top three listings.
- 73% of all clicks go to the top 3 listings.
- IQ Chart used Enhance Interactive's keyword generation tool to find unique phrases its competitors weren't using. This tool helps to increase traffic volume and decrease average click price.