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Case Study: Bartenders Academy


Type of Site: is a local website offering bartending classes and certification courses in Connecticut.

The Situation:

Bartenders Academy approached 180fusion for assistance in managing their local AdWords account. Specifically, they felt like they weren’t getting as many leads from their ad budget as they should be, and were seeking an AdWords partner to help them to increase their lead volume, as well as to decrease their average cost per lead, through Paid Search.

The Solution:

180fusion’s PPC team suggested a full restructure of the existing account in order to address keyword relevance, keyword theme grouping, and general account structure issues. First, generic keywords in the account were replaced by specific location-based keywords, and were then organized into Ad Groups based on tightly themed clusters of very similar terms. Next, keyword rich ad copy was introduced in order to maximize Quality Scores, thus minimizing average click costs. Finally, all campaign settings were audited and adjusted, and additional campaign types were added to the account to improve account efficiency.

The Results:

The impact of 180fusion’s restructuring effort on the account performance was immediate, with total conversions increasing by nearly 300% in the first month alone, and average cost per conversion decreasing by over 80%!

After just 2 months of work in the account, the performance improvements achieved are as follows:

  • Conversion Rate – Increased by 336%!
  • Average Cost-per-Click – Decreased by 45%!
  • Total Conversions – Increased by 328%!
  • Average Cost-per-Conversion – Decreased by 87%!

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