Pay Per Click Case Study: Sing Sun Fly

THE BRIEF pay per click

In mid May this year Top Click Media rolled out an Adwords campaign for music specialists SingSunFly. The objective was to target a specific UK audience, to increase the footfall of relevant online users and improve the volume of web traffic to the SingSunFly website. Focusing on the demographic that we identified as the most relevant, Top Click Media aimed to launch a campaign that would increase sales while simultaneously lowering conversion costs.

THE EXECUTION pay per click

In order to achieve the goals outlined in the client’s objective, Top click Media began by developing a targeted campaign that included a number of key factors including the brand name, and generic as well as long tail keywords. These keywords were then used on a variety of different ‘match types’ in order to test a diverse range of areas; working towards optimising the campaign, and ultimately maximising it’s effect and producing positive results. These keywords were then combined with compelling ad texts, and strong calls to action, in order to communicate the right message to target audiences, and ultimately increase the amount of relevant traffic to the client’s website.

The on-going optimisation of the SingSunFly site has led to an increase in high quality and relevant targeted traffic, since the inception of the campaign. It was important from the outset that we increase the quality of the traffic, and avoid irrelevant clicks, and it is just as important now that we maintain the positive effects going forwards, in order to progress the Adwords campaign and continue to achieve the most profitable return from the client’s investment.

THE RESULTS pay per click

The results speak for themselves, and show that sales have tripled since Top Click Media first implemented the AdWords campaign in May of this year. The figures demonstrate that from May until October 2011 the cost to conversion rates have been dramatically reduced month on month.

Although it was not only important to the client that we generate a higher number of sales, it was also key that we achieve sales at lower costs. With the optimisation work carried out by Top Click Media, as you can see from the graph in figure 1, we were able to successfully bring down the cost per conversion, and provide a 66% reduction in costs from June until October 2011.

Figure 1

With the increased number of sales and significantly lower conversion costs, as you can see from the graph in figure 2, the net profit generated by the campaign has improved considerably, with an increase of 780% since June 2011.

Figure 2

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