PPC Case Study: Power Electric Distribution

www.PowerElectric.com
15300 25th Ave. N, Ste 400
Plymouth, MN 55447

Marketing Services

Pay-Per-Click Conversion Rate Optimization

Power Electric was founded in 1986 with the desire to help customers from multiple industries find expert solutions and guidance for their OEM motor needs. Today they are a global leader in electric motor solutions. Their growth and success can be attributed to their core value of meeting and exceeding customer expectations. Power Electric is headquartered in Plymouth, Minnesota.

When we were first contacted by Jean at Power Electric in early 2016, the initial plan was to go with an SEO campaign. Once we began to have a better understanding of their initial goals, budget and timelines, an AdWords PPC campaign was deemed an appropriate choice to start.

Objective

The objective of PPC campaign for Power Electric was to generate Custom Inquiries from potential customers looking for OEM motors. This was to be accomplished through paid search exposure through Google AdWords for the keywords that potential customers used to search for the motors offered by Power Electric.

Challenges

With the Power Electric AdWords campaign, we needed to create a program that targeted large order B2B customers while avoiding searchers who were looking to make small order “e-commerce” type purchases.
We also needed to target the ideal customer based here in the US, with the understanding that many of them do business globally and are searching for international providers.

Jean Tate – Power Electric

“In our short time with WebRanking we have seen dramatic increases in website traffic, phone traffic and leads. I am continuously amazed at the amount of knowledge the team has brought to our company’s Google presence. We are in a challenging and niche market and the team didn’t seem phased by it. They’ve helped get our name in front of thousands of viewers we weren’t able to do on our own!”

Solution

Historical Keyword Analysis
Typically, the first step for a new PPC campaign is to conduct comprehensive keyword research. Since Power Electric had less-than successful Paid Search campaigns that were run previously, they had existing keyword and performance data. We were able to analyze this historical activity to identify higher, and lower, performing keyword segments in which to scope a new campaign and base our new keyword research on.

Focus First on Top Performing Segments
Initially we looked to build out a campaign targeting the higher performing segments that aligned with our Historical Keyword Analysis. We also used data form this analysis to reduce and eliminate the lower performing keyword variation segments. This allowed us to build a campaign that had a higher level of performance early that generated higher conversion rates, a lower cost per lead, and maximize the existing ad budget.

Optimize Targeting

As we were looking to target a very specific type of customer, we needed to optimize the targeting so that we reduced broader search queries that would waste ad budget on unqualified traffic that produced lower quality leads.

We also needed to make sure our ad copy talked to the specific customers we were trying to attract. We needed to continually test and improve this copy.

Results

The PPC campaign for Power Electric was developed and launched at the start of 2016, with April 2016 being the first full month of the campaign. At this time, we have seen the following results for the campaign.

Lead Growth

When comparing the 2nd Quarter of 2017 with the 2nd Quarter of 2016, we’ve seen a year over year increase in leads of 648%.

This is a great example of how a PPC campaign will grow over time as we become more familiar with a client’s products or services and can better position them in front of their potential customers.

We’ve also seen a steady increase in conversion rates for the campaign.

Conversion Rates

While the cost per lead has steadily declined.

Cost Per Lead

When comparing the 2nd Quarter of 2017 with the 2nd Quarter of 2016, we’ve seen a year over year decrease in the cost per lead by -25.1%.

The Power Electric campaign provides us with another example of why an actively managed PPC campaign is important for growth and for increasing ROI.