InFocus PPC Case Study

Overview
InFocus Corporation is the world leader in digital projection and services. In November of 2002, its e-commerce group asked for Anvil's help in managing their pay-per-click (PPC) program for Overture.

Objective
The overall objective for the program was to generate a positive return on investment (ROI). In order to do that, InFocus needed to get tracking in place to effectively measure the PPC program, was not possible at the time.

Challenge
InFocus was managing over 400 keywords before Anvil took over PPC management. The keywords were generating a high cost-per-click with little affect on sales and virtually no tracking to measure ROI by keyword or product.

Strategy
The first step was to refocus the list on top performing keywords and then to expand the list to cover all bases. Then Anvil revised keyword ads that had historically underperformed. Once ROI tracking was implemented, additional fine tuning took place. Based on the positive results, InFocus asked Anvil to managed additional revenue channels like shopping engines and banner ads.

Results
Since taking over the account in November 2002, Anvil has increased the click-through rate (CTR) by 170 percent and decreased average cost-per-click (CPC) by 51 percent. The increase in overall online sales through all channels has lead to multiple referrals including one new retail channel client, Projector Warehouse.

URL
LCD Projector Systems