We were hired by a nationwide business broadband provider in November 2006 to manage their paid search marketing. Our plan focused on gaining lower cost qualified traffic with increased conversion rates, which significantly improved key metrics. Impressions increased over 17x from 2006 to 2007, while leads doubled and advertising spend increased 47% with a lower cost per lead. This approach delivered big returns for the client.

1. Paid Search Marketing
Case Study: We were hired by a nationwide business broadband provider targeting small to
medium businesses as well as enterprise level clients in Nov. 2006. They had been
managing their own paid search marketing internally and were seeing diminishing returns
and made a decision to outsource. Our plan to increase overall efficiency centered around
gaining lower cost qualified traffic with increased conversion rates. These key aspects paid
big dividends for the client. Featured below are some of the key metrics we use to measure
our success.
Through
2006 2007
T1 Broadband Product Results 9/23/08
11,394,606 204,360,658 140,398,483
Impressions/Keyword Views
80,965 227,903 129,696
Site Visits
Leads
2,074 4,535 3,258
-Inbound Calls
2,636 3,199 4,671
-Landing Page contact forms submitted
3,400 1,908 1,242
-Google Referrals
0 162 140
-Click to Chat Lead
Lead Total 8,112 9,850 9,311
$431,021.62 $628,365.14 $554,933
Advertising Spend
$53.38 $64.09 $59.60
Cost Per Lead per Month
Google Online Leads Closed 198 379 402
$68,877 $154,837 $155,579
Monthly Recurring Revenue
Total Contract Value of Closed Leads $2,066,324.70 $4,645,109.50 $4,667,370
Cost of Lifetime Client Revenue 20.86% 13.53% 11.89%
©2009 WSI Dave Roeth, Internet Marketing Consultant 314.609.4436

2. Paid Search Marketing
Case Study: We were hired by a nationwide modular office manufacturer selling structures
to large warehousing, manufacturing and governmental organizations. They found their
self-management of Adwords to be losing its effectiveness and turned the account over to
our management. Eliminating unnecessary impressions and clicks allowed the budget to
go towards their most productive phrases and brought lower cost targeted traffic. Featured
below are the dramatic changes in the average cost per click and click through rate (CTR)
they have experienced.
Google Adwords
Clicks CTR Avg. Cost per Click Cost Position
August 1708 1.20% $7.25 $12,379.33 2.3
September 1536 1.10% $6.05 $9,295.08 2.6
October 1748 1.50% $4.34 $7,588.63 2.6
November 1956 2.00% $4.53 $8,856.47 2.6
December 1783 1.90% $4.79 $8,532.55 2.5
January 2993 3.70% $4.14 $12,399.77 2.4
February 4438 4.80% $2.45 $10,892.03 2.7
©2009 WSI Dave Roeth, Internet Marketing Consultant 314.609.4436