The Company

DSA/Phototech is the leading supplier of illuminated and non-illuminated graphic presentation systems. They offer an extensive selection of stock products available in popular sizes, finishes and extrusion styles -- quoted in minutes and shipped in days. They also produce versatile custom products, including large-format kiosks, directories, and other creative graphic display solutions for indoor and outdoor use.

Search Marketing Challenge

After attempting to run their own paid search campaign with limited success, DSA hired Point It! to redesign their paid search campaigns to launch with the company's new site. DSA wanted to keep the investment of PPC constant, which meant Point It! would be working with a smaller media budget compared to what DSA was working with on its own. The goal was to increase lead generation volume, while still keeping costs low.

Solution

Since cost was a strong consideration, Point It! developed a day-parting strategy based on DSA's historical PPC data, and used Google's analytics tool to coordinate tests to lower bounce rates on key landing pages, monitor any significant site changes that may impact traffic flow, and reviewing which ad copy and keywords performed best. Point It! also analyzed this data to determine which campaign budgets and ad positions were the sweet spot: the point where conversions were maximized at a profitable level.

Results

By using targeted ad copy and successful negative terms, DSA saw a 575% increase in the number of leads and almost a 60% drop in cost per lead. They also saw their lead closing rate double and attributed a portion of the company's 80% growth rate to PPC. DSA gave approval to expand the campaign to other engines and referred Point It!'s services to the members of its board.