Watch how our Clients achieve Positive Results through Careful Pay Per Click (PPC) Management and Social Media Marketing

Company:

Maui Fun Company
www.activitysaversmaui.com

Type of Business:

Tourism and Travel Industry. Maui Fun Company is a tour leader in providing Maui activities, Maui tours and Maui attractions.

The Situation:

As a leading tourism company in Hawaii, Maui Fun Company had worked with a couple other SEO/SEM companies that had not produced positive results. After a detailed evaluation, 180Fusion demonstrated the knowledge and track record to ultimately be awarded their business and took over the management of the AdWords account that required an overhaul of the strategy in month 1. The site was struggling to get more qualified clicks to increase relevant traffic , while improving the cost per acquisition of bringing on a new customer that would allow company to grow advertising budget. Their lost impression share due to budget was 0%. 180Fusion had to increase quality scores and expand the campaign to increase clicks in an accelerated fashion to capture the peak time of year in a seasonal business.

The Results:

With the focus on a significant restructuring of the Google Adwords campaign structure and strategy, 180Fusion was able to trim budget and still grow profitable clicks. See Chart Below.

While many organizations believe that you must increase your bids and pay more per click to improve your Average paid search position. This search engine marketing program proves that is NOT TRUE when having proper optimization of campaign. With Maui Tour Company, 180Fusion was able to slightly decrease average cost per click while moving from position 3.6 to 3 on Google in just 4 weeks. The improvement of the Click Through Rate and quality scores has had great impact on Avg. Position. See Graphs below.


The phased SEM approach started with increasing the quality and quantity of traffic as a successful first step. Phase two was then to focus on conversion improvement to optimize bookings. The traffic converted to significantly increase tours and activity bookings. The approach was to drive inbound calls as the strongest call to action to close deal over the phone . After exhaustive keyword research and analysis and testing, it was determined what keywords would give highest likelihood of converting. Through 180Fusion’s systematic approach in combination with the 180Fusion PPC conversion optimization software platform, the PPC Management efforts continue to increase budget towards keywords that have been successful in increasing conversion rates week over week which has significantly increased new customer bookings that has accelerated the growth of daily activities and tours. See the charts below.

Company:

shamansmarket.com
www.shamansmarket.com

Type of Business:

E-commerce shop specializing in trinkets and gear for experienced and aspiring Shamans (medicinal herbs, healing bracelets, sacred items, candles, essential oils, etc.).

The Situation:

When 180Fusion took over the Adwords Campaign for Shamans Market, it was suffering from:

• Poor Quality Scores (Average Quality Score: 2)
• Poor Keyword Selections (had thousands of active keywords that were not generating ROI)
• Poor Ad Copy (ads were not Keyword Rich and were contributing to low Quality Scores)

All in all, paying thousands of dollars in spend to the search engines for low sales conversions.

The Solution:

180Fusion immediately got to work pausing all of the account’s non-performing keywords to reduce wasted spend, and rewriting Ad Copy to increase Quality Scores. However, this Case Study is a lesson in the power of patience with Managed Adwords Campaigns because Month 1 improvement was only modest, and Quality Scores did not increase AT ALL despite making all the right changes to the account!

The Results:

And this is what the Quality Score improvement looks like:

Overall, these are the improvement stats:

• Quality Score Increase: from 2/10 to 4.5/10
• Cost Per Click: decreased by 33%
• Cost Per Sale: decreased by 70%
• Total Sales: increased by 171%

It is important to note that in this particular situation only a SMALL increase to Quality Scores was needed to make a BIG difference in campaign profitability. As search engines sometimes hesitate to reward an account with higher Quality Scores even though the proper improvements have been made, it only takes small and steady improvements to increase profitability EXPONENTIALLY over time.

Company:

California Fly Shop
CaliforniaFlyShop.com

Type of Business:

Leading e-commerce retail site for outdoor sporting goods that specializes in fly fishing gear.

The Situation:

When California Fly Shop began working with 180Fusion, they:

• Did not have professional management with struggling online strategy
• Had too many broad keywords that were not generating any sales on Google Adwords
• Needed more specific keywords for the top brands that they offered
• Lacked a structured campaign hierarchy
• Had below average Landing Page selection to get conversions and increase relevancy

The Solution:

180Fusion developed a comprehensive strategy to increase sales and leverage the seasonality requirements of this business. Developed a phased approach, starting with building out additional campaigns for this online retailer, and eliminating wasteful keywords and exact specific ‘buyer keywords’ that they hadn’t included in their campaigns. They also completed an extensive audit of all product landing pages and made sure to point all the keywords to the product pages most likely to generate conversions/sales.

The Results:

Within 3 months of taking over the strategy and management with 180Fusion PPC Program, these are the amazing results:

• Sales have increased 2300%
• Cost per Sale decreased 93%
• Increased search spend budget to capture profitable traffic and increase market share

Company:

Numbers4Sports.com
www.numbers4sports.com

Type of Business:

E-commerce site that sells letters and numbers that you can iron on to sports jerseys and t-shirts.

The Situation:

Number4Sports.com was running Google AdWords PPC Campaign for some time but not getting positive ROI managing in house. The President lead an initiative to look for a top tier vendor to outsource their PPC Management that had a track record of getting results. 180Fusion was awarded their business and took over the management of their AdWords account that required a complete restructuring effort:

Some key issues included:

• Many poorly chosen keywords that did not provide highest qualified customer.
• Poor Keyword Match Type selection
• Broken Conversion Tracking

During the last month that their Conversion Tracking was working correctly (April), these were their cost/sales numbers the client’s cost per conversion was over $70. Since most of their products only cost between $5 – $10 each, this was not profitable.

The Results:

Per the enclosed chart (January 2012 – Present), since they started with 180Fusion Managed PPC Program, their account has experienced a complete turnaround! The blue line indicates the client’s Advertising Costs and the red line indicates the number of sales that they’ve made.

The month of July turned around for them right away, August was even better, and at mid September 2012 is on track to be better still. These are September’s cost/sales number (halfway through the month):

• Cost: Lowered spend by 60% in 3 months
• Sales: 296!
• Cost Per Conversion: $2.99!

After starting with 180Fusion, the client has spent 1/3 as much as April, and has made over 10 times the amount of sales!! And they’ve gone to being profitable on every sale!
This change has made a material impact in the success of this business, and 180Fusion has built out a successful onsite optimization and offsite optimization Organic SEO campaign to greatly improve organic rankings, which leads to even greater profitability for them by continuing to lower the cost per acquisition of a new customer!

Company:

World Protection Group , Headquartered in Beverly Hills, CA
www.theworldprotectiongroup.com

Type of Business:

Lead generation site. The World Protection Group (WPG) is a leading full service, international firm specializing in all aspects of security with an emphasis on high end personal(B2C) and corporate clients (B2B).

The Situation:

WPG was running a Google Adwords PPC Campaign for some time but had very few clicks and fewer conversions. WPG also worked with a prior SEO company with the objective to rank on top of Google and their ranking started to tank this year with the Penguin Google Updates as the firm was not using white hat techniques. With that, WPG management team looked for a top tier Integrated Search company to outsource their PPC Management and SEO services that had a track record of getting sustainable results. 180Fusion was selected and took over the management of their AdWords account and their Organic SEO efforts. There were several key issues 180Fusion addressed:

• Many poorly chosen PPC keywords that did not provide highest qualified customer for niche market
• Poor Keyword Match Type selection in Adwords
• Paid Search Ads did not accurately express the company’s primary value proposition and offerings
• Evaluation of the landing page experience to effective convert both paid and unpaid web traffic
• Increasing amount of web traffic from organic rank positions with search engines for converting keywords

The Solution:

The PPC Results: Per the Google Adwords chart below (January 2012 – Present), since they started with 180Fusion Managed PPC (indicated by the green vertical line), their account has experienced a complete turnaround!

The blue line indicates the client’s Clicks and the red line indicates the number of Conversions that they’ve made.

180Fusion has multiplied their Paid Search conversions by six times and has decreased their average cost per conversion by 56%!

The SEO Results: Per the Google Analytics chart below (May 2012 – Present), since they started with 180Fusion SEO organic web marketing efforts (indicated by the green vertical line), their account has experienced a tremendous increase in traffic month over month in comparison to May 2011 – October 15, 2011.

The blue line indicates the web marketing traffic from May 1, 2012 to October 15, 2012 and the orange line indicates the web marketing traffic from May 1, 2011 to October 15, 2011.

During the last five and half months, we’ve been able to increase traffic by the following amounts per month over last year:

• June 2011 vs 2012 – 26.43% Increase in Organic Web Traffic
• July 2011 vs 2012 – 57.87% Increase in Organic Web Traffic
• August 2011 vs 2012 – 24.23% Increase in Organic Web Traffic
• September 2011 vs 2012 – 26.62% Increase in Organic Web Traffic
• October 15, 2011 vs 2012 – 72.55% Increase in Organic Web Traffic

Some of our most noteworthy accomplishments have been ranking a highly competitive keyword such as “Executive Protection Mexico” from position #59 on the 6th search page of Google to position #1 on the 1st search page of Google!

Type of Business:

Sonofresco
E-commerce, B2B
Selling Commercial Coffee Roaster Machines

The Challenge:

In addition to the organic traffic Sonofresco was generating with first page results, they wanted to increase their online visibility to capture additional demand across the country. Prior to working with 180Fusion, they had no experience successfully running Pay Per Click, but understood the benefit. Their main competitors dominated the search results for important industry terms with large budgets, so they needed a strategic approach to combat larger players.

The Solution:

After a detailed market review, 180Fusion identified the most relevant keywords for Sonofresco to increase their conversion rate in an effort to operate with a smaller budget and get more bang for their buck!

The Results:

Within just four weeks, Sonofresco had greatly increased visibility and enjoyed profitable traffic generated across every region of the country. The number of new orders has been growing week over week.

The Business:

Account Ability –provides complete accounting system reviews and support for small to mid-market businesses

The Situation:

Being a small business, it was difficult for Account Ability to get visibility beyond its solid referral base. With tax season forthcoming, the timing of Oct-Apr are the high season for accounting services. With a solid track record of consulting and providing services that led to repeat business, Account Ability’s goal was to be seen on Google by the targeted buyer for a primary set of keywords. The site was not optimized for the search engines and after doing an initial review needed to convert leads into sales better on the front end.

The Solution:

180Fusion was able to find the optimal keywords to generate less competition, and high traffic. In order to capitalize on the opportunity, 180Fusion first performed a Site Optimization and some tweaks to the website to increase conversions. The effort paid off, with Account Ability achieving increased quality traffic in time for tax season demand.

The Business

The Blue Heron French Cheese Company is a very popular tourist destination on the Oregon Coast, celebrating over 30 years in business. They offer cheese and wine tasting, gourmet food, foodie gift baskets, decadent chocolates, a home-style deli and a petting farm. In recent years the Blue Heron has begun to focus more of their sales and marketing efforts to grow the gift basket side of their business. In late 2009, the Blue Heron redesigned their website to be more of an e-commerce site highlighting their gift baskets and the wide variety of gourmet food and wine they sell online.

The Challenge:

Blue Heron was promoting its products through PPC, but wanted to turn the click-thrus into more orders. Being ready for the holiday season was critical to take advantage of the Christmas and New Years rush for these gifts. In addition, without in-house expertise in SEO, they needed a team of experts to help generate improved Organic search traffic (SEO).

The Solution:

The result’s were significant from search engine marketing and optimization. Google organic search traffic to the site increased by 55% year over year! This has not only produced a positive ROI, but a new target market that will lead to repeat customers. In addition, with the understanding from 180fusion of how the search engine rankings work, the client is focused on continuing to improve content on the site.

Type of Site:

E-commerce, Food Product

The Situation:

Virginia Chutney had a website, but it was difficult to navigate and make changes to promotions. It was not build optimized for top organic rankings on Google, but they needed to increase their exposure and increase their client base as the holidays approached. The 180Fusion Account Manager worked with them to understand their business and needs and determined that they would need a blended short term strategy to generate new sales immediately and long term online plan to scale for the future that included a new website, Pay Per Click campaigning, Search Engine Optimization and Social Media Marketing.

The Results:

• Client achieved an 8.1% click through rate on their PPC campaign that increased both traffic and orders.
• Client received 1st place rankings on Google for the top 10 competitive keywords in less than 4 months! Climbing the rankings increased traffic by 378% and had dramatic results on sales conversions.
• Client tripled their number of Facebook fans within two months and have not only seen a significant uptick in new customers, but have improved brand loyalty and customer service with client base by ongoing “stickiness” with a well run social media campaign.
• Client saw an increase in the follow through into sales on their newly designed website. Since the re-design, the client is now able to maintain their specials on their own and they now have an on-site blog to help with interest as well as SEO and a very nice recipe section to enhance the experience of their clients while using their product. Their order process is also more streamlined and we were able to assist them with a Quickbooks integration solution.