Finally, we are at the last scene! Without further due, let’s get started!
As we mentioned in the first story, we also ran Google Adwords (or Google Ads) for That’s Fencing.
We created 5 different Ad groups to target 5 different landing pages. Each of the ad group was engineered specifically to appeal to different type of searchers. As you can see, the CTR or Click-Through-Rate for each Ad group is pretty good, some even go over 10%. If you are not familiar with CTR, according to Wordstream:
CTR is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). (Total Clicks on Ad) / (Total Impressions) = Click Through Rate.
We also tracked actions performed by web visitors such as phone call link clicks and submission form tracking so we could always trace the source of the traffic for reporting purpose and further analysis.
Within 3 months after we set up the campaign, That’s Fencing owners couldn’t be happier. They received more more phone calls, more submission forms, and more clients for their business. If you think “how could they get more calls, clients, etc because looking at the number of visits graph, it was surely declining? Surely, they couldn’t be serious?”
Glad that you think about that because that’s where the interesting part begins. Let’s look at another graph below.
As you can see, the orange graph represents the paid traffic and the trajectory is similar to the overall traffic which means the majority of visits came from the Google Adwords campaign that we have been running for them. They also had small organic search traffic but the major contributor still came from Adwords. There were some periods when this campaign stopped completely or reduced significantly. The reason? We got text messages from the owner of That’s Fencing. Here are some of them:
There are many more like these but as you can probably understand now, they were inundated with phone calls and request-for-quotation submissions as a result of the campaign we did. They simply had more clients than they could handle. What a great problem to have!
When they couldn’t keep up with demands, they had to ask us to stop the campaigns for them. In some cases, they were booked up 2-3 months in advance. We must say, it is pretty impressive, if we can say so ourselves.
We have proved that a declining web traffic can mean a great thing for a business too. If getting 10-20 enquiries/day, filling up appointment book 2-3 months in advance, and being no. 1 on Google search for the main keyword are the results of declining traffic, surely most (if not all) of the business will take that any day, right?
If you are a business owner reading this case study, you can implement some or all the methods we did above. Not sure how to do them or you need a friendly and professional team to listen to your business situation? You can call us on 03 9043 4444 or email us at firstname.lastname@example.org to discuss about your goals so we can work out plan for your business.