Challenge:
Roth Heating and Cooling faces significant direct & indirect competition in paid search from local competitors and large brands/websites such as Sears.com, HomeDepot.com, and Ask.com.
Strategy:
Anvil revamped and managed the Google AdWords campaign beginning June 2013 and utilized tactics such as those provided below to improve performance month-over-month.
-Ongoing keyword-level bid management
-Ongoing ad group restructures based on top-performing keywords and increasingly niche groupings of keywords to influence quality score
-Ongoing keyword research including analysis of search term reports and implementing and testing keyword and ad text suggestions from client on an ongoing basis
Results:
-March 2014 vs. June 2013 conversions: 259% increase
-March 2014 vs. June 2013 cost-per-conversion: 64% decrease