Signs Of The Times Pay-Per-Click Campaign Case Study

Problem

Signs Of The Times is an long established manufacturer, providing signage solutions across the UK and the rest of the world. With an extensive and continually developing product range their website acted as the ‘online brochure’ for the business and generated a modest number of order enquiries.

Signs Of The Times were happy with their recently revamped website but had no information about who was visiting the site and what they were looking at. Online industry trade directories were delivering site traffic but it was clear that additional site traffic could be generated through online marketing.

Solution

Having discussed their concerns with IRUN, Signs Of The Times were advised to load tracking code (Google AnalyticsTM) to every page on their website – IRUN created a Google Account and supplied the code to the businesses Web Developer.

As a result of this Signs Of The Times were able to monitor the site performance, this allowed them to gain a better understanding of how their website is being used and identify areas for possible improvement and enhancement.

In order to generate additional site traffic IRUN recommended that a GoogleTM Pay Per Click (PPC) campaign be established to drive targeted traffic at specific product ranges.

Result

Signs Of The Times now have complete visibility of the traffic to their website. The analysis of traffic sources allows assessment of the ongoing linking strategy and the value of the industry directory listings.

The Pay Per Click campaign has proved to be a very cost effective form of marketing. In the last 6 months the adverts have appeared over 400,000 times on GoogleTM, as a result over 10,000 visitors have visited the website. Achieving this with a ‘click through rate’ (CTR) of 2.5% means the overall cost has been less than a single advert placed in one of the sign industry journals.

Testimonial

‘Signs Of The Times are extremely pleased with the results generated by this activity. We now know that we have on average of 3,500 visitors to our website per month! We can analyse this information in a variety of ways giving us a valuable insight into our business, the benefits from a planning perspective are fantastic.

Analysis of the site traffic, the keywords used by visitors and the PPC campaign has helped us to identify new markets for our products in a very cost effective way.

I would recommend IRUN and its free online workshops to any business owner who wants to improve the performance of their website and generate new business from the internet.’

Lyndie Lothian, Managing Director – Signs Of The Times, www.sott.co.uk