Autochair is a company that has specialised in the design and manufacture of hoists and other aids to assist people with disabilties and reduced mobility. Having contacted Autochair about their Google PPC advertising, we performed a “Health Check” on their account, to see whether we could improve the account in any way. After analyzing the account we were confident that within a short period we could increase traffic to Autochair's website, and we offered Autochair a free 30 day trial which they accepted.

Prior to Sayu getting involved, Autochair had around 25 different adgroups, all advertising different products, and hence the account was well structured in that sense. The number of keywords in each adgroup was very limited however, often only 2 or 3 keywords. We therefore expanded some of the adgroups with exact matches of the keywords already in the adgroup, and with keywords which were combinations of the existing keywords with filler words such as uk, buy, order, online etc. This way we could control the bids for each of these keywords individually.

For one keyword where we could see a potential increase in traffic, we set up a new adgroup, with a targeted text ad. This keyword had a very poor position when we first looked into the account, and the text ad was not very well targeted to people searching for this product. Having moved the keyword into a new adgroup we saw an improvement in the position of the ad. That meant the ad more often appeared on the first page of the paid search results, resulting in more impressions. As the ad was more relevant to the keyword, and due to the improved position, the CTR went up. As a result traffic increased from 9 clicks per week before we started our trial, to 68 clicks in the first week. Still in a quite low position we increased the bids in this adgroup, and traffic continued to increase, and towards the end of the trial it was at 250 clicks per week.

In the existing adgroups we added new keywords, which also have contributed to an increase in traffic during the trial. Most importantly, we can now see the position for each of the keywords that we added, and we used that information to lower bids of keywords for which the position was quite high. During the trial period traffic in the campaign we had worked on had increased by 88%, while the average CPC was at a similar level as before the trial.

After the initial trial Autochair decided to continue with our services. We further separated keywords into adgroups, and we have used the Google Search Query Performance reports to determine what search queries triggers Autochair's ad. During the trial we already identified searches that triggered the ad but for which no keywords were in the account yet, and we added these to the account. Another analysis of these reports when Autochair decided to continue, showed up many other relevant searches. All these terms have been added to the account (and in case of any irrelevant searches appropriate negative keywords have been added), and we have seen an immediate increase in traffic due to these additional changes. Four weeks after these additional changes traffic in one of the campaigns had increased further to 128% above the level of before we started the trial. We also worked on the other campaign in Autochairs account after the trial, and also in that campaign we have been able to increase traffic by around 50%.

Another important aspect when further improving the accounts performance is conversion tracking. Once Autochair decided to continue with our service, conversion tracking was implemented, and that was used to modify bids to further optimize the account. Even though Autochair does not sell any products online, we can record online enquiries and use that information to modify bids. In the main campaign we have been able to increase conversions from 17 in the first week after tracking was implemented, to around 25 converisons per week more recently at a similar advertising cost (implying a drop in the cost per conversion).

In summary, during the initial phase Sayu have achieved the following:

What we have improved during the trial:

• Traffic increased by 88%
• The Click Through Rate (CTR) improved by 12%
• The average position of the text ads improved from 5.0 to 4.5

With the further work applied to the account, traffic has further increased, and for the account overall is now twice as high as before the initial trial. Ongoing monitoring, modification and control will ensure that Autochair maintains this improvement and hopefully increases returns over the coming months.