Projector Zone PPC Case Study Audit

Overview:
For over 12 years ProjectorZone.com has been an online authority for audio visual gear including projectors, projector screens, home theater, projector lamps & bulbs, mounts and more. Projector Zone had established their own Google Adwords PPC account and asked Anvil to audit their existing account to improve campaign performance and overall PPC return on investment (ROI).

Objective:
Improve click through rate and conversion rate while maintaining a positive ROI.

Challenge:
Projector Zone carries a wide range of products and brands. Bidding on projector specific keywords previously had not returned positive results, so the account needed to focus on high margin products in a very competitive environment.

Strategy: 
Anvil audited Projector Zone’s PPC account as well as the set up between Google AdWords and Analytics to ensure all online marketing efforts could be tracked correctly and sales were attributed to the correct source. Once tracking was properly set up, Anvil expanded Projector Zone’s existing keyword list while breaking up keywords into very specific AdGroups with matching AdText and landing pages for each campaign and AdGroup, covering projector screens, lamps and bulbs and projector mounts only.

Results:
In two months after the account was optimized, click through rate improved by 25%. The increase in click through rate resulted in a 22% increase in revenue generated through PPC (an additional $6,000 in sales per month). Including the onetime audit cost, the first month’s return on advertising spend (ROAS) was 93%, and the second month’s ROAS over 164%.

URL:
Projector Zone