Clients: Case Studies

Overview
BT INS is focused on building next-generation solutions that help organizations improve operational efficiency and service levels by automating and enhancing critical IP network management processes.

Objective
BT INS wanted to increase the number of sales leads generated through PPC advertising. In addition to the increase in leads, BT INS was looking to significantly increase the lead quality.

Challenge
BT INS' top keywords are extremely competitive (DNS, DHCP, IP Address Management) and the overall goal was to decrease the cost per conversion by 15 to 20 percent.

Strategy
Anvil performed a PPC assessment on BT INS’ current Google & Yahoo campaigns. Upon reviewing the campaigns Anvil found that BT INS’ keyword strategy wasn’t working as they had placed all of their top keywords in the top ad position, which was costing them a large amount of money without the return they were looking for. Additionally, only broad match keywords were being used, so Anvil implemented phrase and exact match to help drive more targeted traffic. BT INS’ landing pages were very long and copy heavy, which doesn’t bode well for PPC. Anvil recommended shortening the text, utilizing bullet points and including keywords within the headers.

Results
Since Anvil has taken over BT INS’ PPC management, cost per conversion has decreased by 230 percent. The sales team is also appreciative, as the leads being passed to them have been of much higher quality.

BT INS PPC Performance Update
Since creating the above case study, Anvil Media has continued to effectively decrease BT INS' overall cost per conversion metric by 270%, which is an additional 17% increase from the 230% originally reported. Continued keyword research, ad text optimization and geo-targeting has contributed to the decrease in cost per conversion. In addition, Anvil has also been able to significantly increase CTR by honing in BT INS' keyword list and optimizing their ad text. CTR has increased 650% since Anvil took over the account. With Anvil driving such high quality, targeted traffic, it is only natural their conversion rate is also seeing an increase. Since Anvil took over the account, the conversion rate has increased 258%.