Client Case Study: AB Sealants Ltd.
AB Sealants is a family run business supplying the double glazing industry, architects, corporate customers and retail clients with an array of silicones, sealants, foams and adhesives ranging from the standard to the professional and specialists. The company has recently expanded into 'Low Maintenance Products' such as PVC Decking, PVC Interior and Exterior Doors, PVC Fencing and Gates. PVC Decorative Bathroom Panels and DIY Insulation Spray and Inject Expanding Foam Kits.
AB Sealants managed their existing Pay per Click campaigns across MSN, Yahoo and Google yet felt that they did not have the time to dedicate to this work as the day to day demands of their business was distracting them from managing their campaigns effectively. The time element combined with the uncertainty as to whether they were receiving maximum click through rates for the budget spent each month were deciding factors in sourcing an Online Marketing agency to take control of this element of their marketing strategy. The criteria they set was to have a company who understood the industry in which AB Sealants resided, who understood the products and their associated profit margins and who would deliver a personal, hands on approach to managing their campaigns to increase the click through rates and the conversion rates for the full range of products detailed on www.absealants.co.uk
AB Sealants was allocated a dedicated account manager who was tasked with reviewing the existing campaigns across the three major search engines, analysing the effectiveness of each individual advert / keyword / landing page and then fine tune the campaigns through optimisation and constant monitoring and adjustment to each layer of information contained within the campaigns.
For example, one of the first tasks undertaken was to review the effectiveness of each individual keyword where it was discovered that AB Sealants had previously been paying a relatively high bid price for certain keywords that simply were not generating many click throughs as such using these keywords in multiple campaigns was wasting budget and decreasing their return on investment. Other keywords had their bid price increased to assess whether paying more for a keyword generated higher click throughs and conversion rates which has proved successful for AB Sealants. The monthly reports and account manager teleconference calls has provided an avenue for feedback from both parties and has delivered a forum for which AB Sealants can highlight which products they want focussing on in the coming months.
The campaign management began in November 2006 and has delivered consistently positive results from that date. A snapshot of the increase in click throughs and click through rates across all three search engines is illustrated below. Full campaign names are not provided for client confidentiality reasons.
"Having a reliable company take control of our PPC campaign has been a huge relief for AB Sealants as managing our own campaigns was taking far too much time and probably cost us a lot of money in terms of wasted click spend. Search Logic has really listened to our needs as a company and has worked with us since November to ensure that our campaign is delivering targeted traffic to our website. We saw the best month to date in terms of online sales in January this year and that is firmly attributable to the work undertaken by Search Logic. I have just instructed Search Logic to develop a campaign from scratch for our sister company www.abproducts.co.uk so that we can start building the online business for our low maintenance PVC products too."
| Jamie Richmond Director AB Sealants LTD |
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