Some of the stats comparisons - Marketing proof
From 1 of my client's sites when managed by his previous "marketing" company and my "control" site I managed (the site I created from scratch)
Plus one month stats for the Same site when I took over the administration, management and advertising of the same site from the old "marketing" company
I am also not mentioning "Sales" (or Conversion to sales) anywhere as this client does Not sell Online (due to specification of his business), so his goal is to get as many Pre-qualified Leads as possible. Then his Sales department takes over.
Also I'm not mentioning Conversion rate for Clicks vs. Leads as the client didn't have any trackers setup at that time by his previous "marketing" company.
a Note:
Both sites belong to the same client and are in the same specific industry
Summary of the Google AdWords campaign for a Site #1 when managed by previous "marketing" company:
Site being Online in current version since January 2004, but I only had an access to Original stats from:
March 17 - July 22, 2004
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Account: Site #1
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Impressions
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Clicks
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CTR
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Avg CPC
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Cost
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Avg Position
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Totals
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99,604
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770
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0.77%
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$1.50
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$1,155.16
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1.5
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Summary of the Google AdWords campaign for a Site #2 managed by me:
Site I created from scratch just 2 months before the start of this campaign:
June 9 - August 11, 2004
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Account: Site #2
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Impressions
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Clicks
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CTR
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Avg CPC
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Cost
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Avg Position
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Totals
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36,634
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749
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2.04%
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$0.30
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$221.97
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2.7
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As you can see I Saved the client almost $1,000 – not bad!
= in the sense if you look at the Total Cost for both campaigns, and Total clicks he got for it. My campaign gave him almost the same amount of clicks-through = Visitors (749 <--> 770) for 5.2 less cost!
[Even if you would double it in the sense of time/months (as my campaign was only 2 months, theirs was 4 months (= originals stats I had access to)), you would pay lets say approx. double $221.97x2=443.94 –> it is still almost 3times less! BUT you would for sure got minimum Double of clicks (customers) = 1498! For 3times less money!]
Just think of the future if he'd continue how much it would COST him, and what he would GET for it!
How many more clicks, how much more exposure, how many more customers he'd have lost...
More customers = more Profit, right?
Now take a look at The Same Site #1 stats after I took over in August of 2004
= ONE MONTH!
Overture campaign stats: Aug 1 – Aug 31, 2004
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Account: Site #1
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Impressions
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Clicks
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CTR
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Avg CPC
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Cost
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Totals
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20,219
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1,002
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5.00%
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$0.11
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$114.05
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Google campaign stats: Aug 1 – Aug 31, 2004
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Account: Site #1
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Impressions
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Clicks
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CTR
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Avg CPC
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Cost
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Totals
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15,770
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354
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2.2%
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$0.18
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$64,84
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* A note: the stats have been different for the month of September, as I improved Google stats significantly
- just couldn't do everything at once as I also manage the sites design, optimization, administration and marketing.
Comparison - Overview of campaigns for Site #1
Overall campaigns (Overture + Google) for Site #1
(new campaign by me)
August stats = ONE MONTH!
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Overall campaigns (Overture + Google) for Site #1
(old campaign by previous "marketing" company)
Jan - May = Five Months!
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Total Clicks:
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1,356
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Total Clicks:
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1,333
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Total Cost:
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$178.89
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Total Cost:
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$1,608.03 !
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Of course those results included totally new setup of both campaigns from scratch!
Does THIS need any further comments...?
Summary for August PPC campaigns - 2 sites for 4 campaigns (Overture & Google)
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Overall Cost:
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$313.42
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Total Clicks:
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2,424 !
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Compare it with just a Google campaign Overal cost for the Site #1 while it had been managed by previous "marketing" company.
[ see Tab. #1]
Approx. 3.2 times More Clicks (=potential customers) for 3.7 Less Money!
I Doubled the daily Unique visitors to 1 of the sites in just 1 month! (and I am talking about Visitors, not "visits" as his previous company was reporting to my client, as "visits" includes spiders, robots etc. So in reality I increased the traffic even more! ]
And of course both sites are now in the top 1% of the Most visited sites according to Alexa's rating service!
Not to mention the Real Conversion rate of visitors vs. leads and sales is much Higher in reality as the client also has 2 toll free numbers on the sites, and as you see he is getting uncomparably higher exposure to his products!
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Update: Dec 2004
Both sites are still in the top 1% of the most visited sites on the Net, despite the fact that this business is seasonal, winters are Very Low for the whole industry.
That also shows at the Cost of the Paid Advertising, which is going gradually down, although November was one of the Best month in Sales and Profit this company ever had!
It is taking momentum in other areas of Marketing and Advertising, as "organic" Search Engines rankings, Directories, WOM etc... which usually takes longer to kick-in, even when properly done.
Overall Cost for both sites 4 PPC campaigns:
September: Total Cost: $322.65 Total Clicks: 2823
Google AdWords Cost Per Conversion: Site #1: $8.72 Site #2: $5.28
October: Total Cost: $302.29 Total Clicks: 2598
Google AdWords Cost Per Conversion: Site #1: $7.62 Site #2: $5.05
November: Total Cost: $199.96 Total Clicks: 1613
Google AdWords Cost Per Conversion: Site #1: $10.37 Site #2: $5.00
Mind you the Cheapest of the product is in the 3 digits number, Higher ones are in 5 digits.
Our Leads to Sales Conversions data are Above the Average as the Products are Outstanding and also my Advertising and Marketing is Very Targeted and Highly Focused, I make sure we only get clients who Truly Are interested in our products, so it is "easy" to sell.
Also many of the clients are Repeated clients as my client operates in Business to Business area as well
(A quick note: I tried also other PPC - FindWhat, Kanoodle, 7Search - turned out to be either non-cost/results effective, or there were some suspicious "activities" going on, so I didn't renewed the campaign)
Update: Summary for the year 2005
Both sites are still in the top 1% of the most visited sites on the Net, made over $550,000US in the year 2005 and majority of our traffic now comes from the Free sources, although we are still using Adwords and Overture.
As you can see there is a HUGE difference in Marketing companies! Unfortunately as I can see on the Net there are too many of that other kind who just take your money and don't give a damn about their clients!
And believe me there are some Big and supposedly "reputable" companies on the Net which are doing this.
As one of their Sales Directors told me: we are bringing results, just look at our rooster of reputable companies we have as our clients, and they stick with us.
Yeah, right! I agree, they do! Because Nobody at these "big clients" knows What Should and Can be done, they have No idea they could be spending 3-5 times less and having 3-5 more customers. As long as they Do get "some" results, they are satisfied.
Also employees simply don't care. It's not "their" company, so Why should they...?
The same like with the client above. Until I have shown him in Reality what can be done he was very satisfied with his "marketing" gold-diggers.
I have yet to see a for-profit corporation/company where employees would care of saving their employer money just from the goodness of their hearts, without any incentives!
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