1. Case Study: Local Pay-per-Click
Client: www.BartendersAcademy.com
Type of Site: BartendersAcademy.com is a local website offering bartending classes and
certification courses will in Connecticut.
The Situation: Bartenders Academy approached 180fusion for assistance in managing their local
AdWords account. Specifically, they felt like they weren’t getting as many leads from their ad budget
as they should be, and were seeking an AdWords partner to help them to increase their lead volume,
as well as to decrease their average cost per lead, through Paid Search.
2. Proprietary www.180Fusion.com – 877.321.4180 Page 2 of 3
The Solution: 180fusion’s PPC team suggested a full restructure of the existing account in order to
address keyword relevance, keyword theme grouping, and general account structure issues. First,
generic Keywords in the account were replaced by specific location-based Keywords, and were then
organized into Ad Groups based on tightly themed clusters of very similar terms. Next, keyword rich
ad copy was introduced in order to maximize Quality Scores, thus minimizing average click costs.
Finally all Campaign settings were audited and adjusted, and additional Campaign types were added
to the account to improve account efficiency.
The Results: The impact of 180fusion’s restructuring effort on the account performance was
immediate, with total conversions being increasing by nearly 300% in the first month alone, and
average cost per conversion being decreased by over 80%!
3. Proprietary www.180Fusion.com – 877.321.4180 Page 3 of 3
After just 2 months of work in the account, the performance improvements achieved are as follows:
• Conversion Rate – Increased by 336%!
• Average Cost-per-Click – Decreased by 45%!
• Total Conversions – Increased by 328%!
• Average Cost-per-Conversion – Decreased by 87%!
