Here’s an example of an AdWords advertiser in the leisure industry on the NSW central coast.
It demonstrates how traffic purchased from Google AdWords might deliver incremental growth to your business.
Search Engine Marketing
80% of traffic from keyword search in AdWords came from non-brand keywords
only 20% of traffic from keyword search in AdWords came from own-brand keywords
2/3 of bookings from AdWords came from non-brand keywords
only 1/3 of bookings from AdWords came from own-brand keywords
This Advertiser was able to affordably tick off several digital marketing objectives, by running separate own-brand and non-brand campaigns.
Supporting own-brand keywords in AdWords called for just 7% of the total click cost and provided peace of mind: by delivering 1/3 of bookings, at a very modest cost per acquisition (CPA.)
By comparison, the non-brand keywords campaigns delivered a whopping 80% of AdWords traffic and 2/3 of all bookings from AdWords.
67% of bookings from the AdWords investment are customers who didn’t search for the Advertiser by brand name. They’re eligible to become repeat customers, provided the Advertiser delivers a good initial experience. This potentially raises the average lifetime value of each AdWords-sourced acquisition.
Start driving qualified SEM traffic to your website today!
