To augment its online exposure and lower cost-per-acquisition, CyberPowerPC.com hired Cybertegic to help the custom gaming PC juggernaut increase its sales and improve the return on advertising spend.
OVERVIEW & CHALLENGE
CyberPowerPC.com is a leading manufacturer of high-end gaming technology that strives to provide the greatest selection of products, customization, and service. In 2006, the award-winning manufacturer started to dedicate a large portion of its marketing budget to pay-per-click (PPC) search engine advertising to meet the demands of a growing industry.
The internally managed paid search program soon proved to a valuable channel of revenue, but CyberPowerPC.com knew a specialized search engine marketing firm would be able to deliver even lower cost-per-acquisition (CPA) and greater returns on investment (ROI). CyberPowerPC.com turned to Cybertegic in 2010 to help increase its sales and improve the return on advertising spend.
In close collaboration with CyberPowerPC.com, Cybertegic steadily adjusted their Google Adwords and Microsoft Adcenter accounts to actualize their true potential by identifying and resolving costly problems that plagued the program.
With thousands of keywords, hundreds of ads, and dozens of campaigns, one of the most pressing problems with both accounts was their structure. Cybertegic worked to reorganize the campaigns to cater to specific networks and audiences. Top performing keywords and ads were parsed and re-categorized into new campaigns, while poor performing keywords and ads were adjusted or paused.
Targeting relevant keywords
Cybertegic gradually phased out broad-match keywords in favor of cost-efficient phrase- or exact-match keywords, as well as added dozens more negative keywords to prevent matches to unwanted search queries. To combat declining traffic due to stricter filters, the agency also added new keywords advertised by CyberPowerPC.com’s competitors to stay aggressive in the growing field. These proven keyword strategies allowed the total advertising budget to be spent on valuable keywords, which helped increase sales and improve ROIs.
Paying attention to CPA & CTR
After analyzing the best converting ads, Cybertegic aimed to duplicate their success in other respective ad groups. First, Cybertegic paused non-converting ads or ads with astronomical CPA or low click-thru-rates. Then, the two parties worked closely to advertise the best features of CyberPowerPC.com’s top selling products, including award winning technology, 5% instant rebates, free shipping, and competitive pricing. Putting CyberPowerPC.com’s best foot forward proved to increase CTR and traffic while maintaining a fixed budget.
CyberPowerPC.com, in close partnership with Cybertegic, achieved record-breaking results while controlling advertising costs. In addition to cutting CPA by 50%, Cybertegic was able to achieve ROI as high as 2352%.