Poster Signs Inc. is a family owned business established in 1973. In 2004, Eric Katcher transitioned the business from Marketing and Advertising to large format printing, and became president and owner of Poster Signs, Inc.
Since its inception, Poster Signs has grown from 3 employees to over 10, and from an equipment list of 1 large format printer to 9. All their products are made in the USA, and are manufactured in Port Washington, New York.
Prior to contacting Mind & Metrics, Poster Signs was managing it PPC Campaigns in-house, and incurring huge losses. 78% of Poster Signs traffic was from PPC Advertising and the conversion rate was less than 0.1%, yielding a negative return on investment. Poster Signs realized that in order to have a sustainable online business, it needed to drastically improve the performance of its PPC Campaigns.
Pay Per Click – Google Adwords
The website & PPC campaigns were carefully audited and major issues were identified, including:
- Keywords had low Quality Score and high Cost per Click
- Broad match keywords brought in too much unwanted traffic
- Very few negative keywords
- Keywords grouped into irrelevant ad groups
- Keyword duplicates
- Website was not mobile accessible
- All ads drove traffic to the Home Page
- Adwords Conversion tracking was not set properly
- Google Analytics was not linked to Adwords
In 3 months, New Visitors decreased while Returning Visitors Increased. By an increasing number of returning visitors we can measure the positive response to the Poster Signs brand.
In 3 months, we increased the percentage of visitors that placed an order sitewide by 1’700%!!
While reducing Adwords Costs by 58%!!
Looking at conversions from Adwords only, Poster Signs conversion rate increased 0.67%
We used the number of conversions (sales) and Cost per Acquisition as the key performance indicators (KPI’s) to measure the campaign’s success. Mind & Metrics optimized the Pay Per Click Campaign from January 1st, 2016 – March 31st, 2016, increasing conversions by 1’700% while reducing Adword costs by 58%. In addition, overall Quality Score increased and average position of ads was 2.2. Even though traffic decreased, the traffic received had a higher conversion rate.