TV Ears contacted Next Level Web in order to develop a more effective PPC Advertising campaign in November 2014, spurred on by key marketing staff changes.
Due to their target demographic of 72+, their print ads were the main driver of their sales and accounted for the majority of their advertising budget. Their current online marketing efforts were given limited attention due to the lack of profitability in their ad campaigns. Their cost per customer acquisition in the month of October 2014 was $45.87 for Google AdWords, which represented about 40% of their average sale price.
When we took over, within 1 month we took the average cost per acquisition from $45.87 to $18.67. The AdWords campaign went from unprofitable to profitable, and their 2014 selling season was a success.
After the holiday season, we developed a plan of action for the rest of the year that included expanding their PPC efforts to Bing Ads, Bing Shopping, and Google Shopping Ads as well as refining their conversion funnels. We continued to manage their AdWords campaign and increase efficiency throughout the year. Their budgets changed over time depending on the season and their established patterns of customer behavior, but it was always our goal to reach a level of profitability that allows us to increase the budget to an “infinite” amount.
That time came in November 2015. We made a recommendation to increase the spend ceiling to accommodate as many clicks as we could get. We based our recommendation on the data from the multiple PPC campaigns and their target consumer buying patterns.
October 2015 saw record-breaking CPA (Cost-Per-Acquisition) of $3.92. Compared to the previous year, this was an improvement of 1,170% (45.87/3.92). November 2015’s CPA was $5.65, and December’s was 5.76. From October on, our data and their revenue generated supported an infinite budget for our determined campaigns and set a new precedent in the way they approached marketing their products.
Since that time, we have expanded our services into multiple different areas for TV Ears, including SEO Marketing, Content Marketing, Google AdWords, Google Product Listing Ads, Bing Ads, Bing Shopping Campaigns, Amazon Marketing & Vendor Account Management, E-mail Marketing, UI/UX Consulting, and Website Development.
Among other successful results, we increased their e-mail open rates and click-through rates by over 100% each, increased their Amazon sales by 900%, and maintain an average of $16 dollars of revenue to every $1 spent on PPC Advertising.
The facts and figures in this case study are current as of April 15, 2016.
Quick Update (December 2016): Web sales increased over the previous year by 25%. Amazon sales increased by over 11,000% from original levels.