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Office Furniture Dealer #2 - Case Study
Business Case
eBoost engaged with a client in the Used Office Furniture industry who had a very limited online presence. They came to eBoost looking to increase their number of leads and decrease the cost per lead.
They were spending up to $17,000/month on pay per click advertising when they came to eBoost, and it was producing very limited results and monopolizing their marketing budget. They had PPC campaigns in place and were spending upwards of $15/click.
One of the factors that made this case unique was the nature of the industry. As a used furniture dealer and liquidator, leads for this company were very time sensitive. Ideally they would sell furniture as quickly as possible out of a recently vacant office in order to avoid having to pay to transport it to temporary storage. Our company needed to generate leads that would induce immediate action from potential buyers. The existing PPC campaigns consisted of:
- Disorganized keywords with high bids, low conversion rates
- A single photo only landing page with no distinct call to action
- Ad copy lacking focus and situational relevancy
Analyses, Solution & Results
After carefully analyzing the case, eBoost went to work on solving the problem by doing the following:
- Modified and updated existing website for a better landing page
- Identified the target audience based on client’s input
- Rewrote ad copy with more “urgency” and began A/B testing
- Reorganized keywords in more specific Ad Groups and tested them with better targeted ads
- Created wireframes for ideal landing pages with clear calls to action
During the 3 consecutive years we drastically improved conversion rates and increased number of leads, reducing immensely the cost per lead. With new strategically targeted ad groups and keywords, we saw the following improvements:
- Conversion rate increased from 1.54% in year 1 to 3.25% in year 3.
- Leads/Month increased 229% from year 1 to year 3
- Ad spend dropped from an average of $7945.35 per month in year 2 to $4103.97 in year 3, reflecting a drastic decrease in cost per lead.
- Cost per lead dropped from $22.51 in year 2 to $6.56 in year 3
