Planar Systems is a worldwide leader in flat panel LCD and plasma display solutions. Planar managed pay-per-click (PPC) programs in-house to generate business leads and online sales, but was unhappy with the rising costs and asked Anvil to take over management and improve performance.
Planar’s primary goal was to maximize total clicks/visitors while minimizing cost per click (CPC). The secondary goal was to increase overall visits to site.
Planar provides a variety of products and services to both business-to-business and consumer audiences. As such, the PPC campaigns involved hundreds of keywords organized by dozens of product lines. Costs per keyword were steadily increasing and making the traffic and CPC goals more elusive each day.
Anvil restructured the keywords into campaigns that improved relevance and reduced CPC. New keywords were researched and added, and all text ads were re-written to improve click through. Ads were redirected to relevant landing pages to improve overall conversion.
Anvil took over management of PPC activities in May 2004. In the 12 months following, Anvil was able to decrease the average CPC by 61 percent. With only a 10 percent increase in budget, Anvil was able to increase total clicks/visitors by 176 percent.