SILO STRUCTURE ON BRAND TERMS

Client A: 122 Percent Better Click Through Rate

Client A was savvy to the use of search engine marketing and pay-per-click brand campaigns, but their knowledge wasn’t getting them the results they’d hoped. They’d been using the same strategies for about four years, and though the search terms they had targeted were winning in bidding auctions, it wasn’t resulting in the click through rates that brought in higher sales.

Client A needed a more targeted approach that would help them raise their brand campaign metrics and in turn boost sales.

How We Helped

Client A was already utilizing Broad, Phrase and Exact search match types to bring in new prospects. That was a good start, but they weren’t using a Silo Structure to maximize efficiency in the bidding process. Without a Silo Structure in place, Client A was essentially bidding against itself on the same keywords.

With our help, we created a Silo Structure that formed an ad group for each search match type — but also excluded the other match types for that ad group. For example, one match type was a search for the exact brand name — the “Brand Exact” match type. To make that search function successfully, we had to exclude the exact brand name from the other ad groups, including the Brand Phrase and the Brand Broad ad groups. That was done by adding a “Negative Match” field to each ad group, so that other keywords would be excluded from the search results.

All of this effort helped to refine Client A’s traffic and offer more quality impressions.

The End Result

After four years of stagnant metrics with brand search engine marketing, Client A now found some favorable new metrics. Client A’s click through rate before our work was a mere 8.33 percent; after the new approach, it was up to 18.49 percent. What’s more, the cost per click for Client A was $1.06 before; after our work it was $.70. The cost per action was vastly improved as well with a $30.36 CPA before, compared to $18.29 after the implementation.

In total, Client A’s click through rate went up by 122 percent, their cost per click went down 34 percent, and their cost per action went down by 40 percent — saving Client A big in its efforts toward search engine marketing.

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