KeywordTerminator Case Studies

For many years the business operated successfully as a Spain based agency providing a full search and find service to UK residents seeking to purchase a new build Spanish property. Significantly the business offered properties in only two regions of Spain, namely Costa Blanca and Costa Calida.

Company marketing to generate potential clients was pursued via Internet advertising, specifically through Pay Per Click campaigns, and huge success resulted

Several hundred keywords had been built up over time leading to many daily enquiries, although the negative keyword facility had not been treated seriously and merely been used sporadically.

The company was not satisfied with the proportion of serious purchasers from the enquiries generated, and needed to improve targeting of potential clients. This led to a detailed analysis of why the company was wasting time, energy and importantly money.

The analysis identified that the root problem was the business was generating and paying for totally irrelevant leads!! Many, many enquiries were from people seeking properties in other parts of Spain, or only wanted to rent a property, or sought holiday flights and many other ancillary enquiries..... All services which the company did not offer.

To deflect and eliminate irrelevant enquiries considerable analysis was undertaken of the hundreds of keywords to ensure relevancy and more importantly identify and block wasteful enquiries.

The company had not understood the benefits of, and did not utilise, the negative keyword facility to block unwanted wasted enquiries.

After identifying and uploading negative keywords into the campaign, superfluous enquiries were eliminated, targeted lead quality improved and significant cost savings were achieved.

Additionally this revitalised the campaigns and telemarketers were re-energised.

KeywordTerminator highlighted that PPC engines collate and report many search terms under a group heading of "other unique enquiries". The volume and cost to SpainDirect4U of these enquiries was substantial.

Below is shown sample data extracted from the PPC campaign before KeywordTerminator.

Month 1 represented 51% of all clicks that month, Month 2 and 3 being 44% and 46% respectively.

This high level of "other unique enquiries" contained many irrelevant business enquiries which of course attracted the same cost as a good positive enquiry.

The above 3 months had an average cost per click of 33 cents (equivalent), so assuming only 20% of the "other unique enquiries" were unwanted enquiries, this presented......

Potential cost saving of $460 in 3 months ($1840 annually) from just 1 PPC engine.