Roberto: Apostilla

“We had gotten to the point of a very large monthly PPC spend with diminishing clicks, very expensive conversions and diminishing sales, caused caused surely from a very competitive and expensive keyword market in the US.

We had to do something, as we had gotten to the point that the PPC cost was extremely out of proportion with regard to sales and we were incurring in heavy losses. We went over with you several times with regard to the market for our services, the geography and languages used by our clients. I think this was very useful for all of us, as it was clear that we had to redirect our focus from a very expensive US market to much cheaper keywords in non US markets in English and Spanish.

We reduced 70% our monthly PPC spend and you designed very well focused campaigns in English and Spanish in the US and English Spanish campaigns focusing on one Spanish speaking country, plus a very economic spend in a remarketing campaign.

The reduction of spend and the above mentioned took effect the first days of December 2016. You have to take into account that December is usually a bad month for our business and we thought that sales for the month would go down 70% or more, but no, they were only 10% lower on the basis of a three week month versus four week months of the the two previous months.

In January we had a really bad first week with our site hosting supplier with disastrous effects, this was fortunately solved from the second week onward. In that time you and us sifted through more info and data and you proposed using a display campaign instead of a remarketing campaign, plus increasing our English, Spanish campaigns from the USA and one Spanish speaking country to most all of the world with the same spend and where the countries and language that works will make evident where we should concentrate. Also one nice feature of these English Spanish campaigns is that there is a total spend for both languages, and the market decides how this amount is used up.

For the month of January, or rather two weeks of January, the results have been outstanding: clicks in January have gone up 5 times compared to October and November 2016, conversions have gone up 4.5 times in the same period and about 5 times in the case of sessions. And this with a 70% less PPC spend. That looks very good!

Now let’s see what has happened to sales in January 2017. Our sales have gone up tremendously, 1.8 times; but this is misleading, as for some reason or the other, this increase came from clients we already had in the past that ordered important amounts of our services. But taking out these sales, at this point, we have the same sales rithm as in October and November 2016, but with a 70% less spend and with the huge momentum that is building up from the clicks and conversions that we are getting in the last two weeks. All this should convert itself into an important amount of sales. We will keep you informed. Also, the period analyzed is very short to have a solid definitive trend at this point, as well as there has been a great deal of volatility derived from the drastic changes that have been done. But, it looks very promising.”

About Peter Dulay

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