Based in Midtown Manhattan near Penn Station and serving all five boroughs, LaptopMD is a full-service computer repair company specializing in computer repair, iPhone repair, and data recovery. The computer repair market in Manhattan is a highly competitive location, with over 50 players in the market vying for the same body of potential customers. With this level of competition in mind, LaptopMD set a goal to stand out from its direct competitors, with the implementation of a PPC marketing campaign.
A PPC marketing campaign was the perfect choice for LaptopMD, as they were only discoverable online due to being housed on the 12th floor of a building. This is in direct contrast to a majority of the business’ competitors, who can utilize the visibility that comes with having a first-floor premise.
- The total number of qualified leads (including branded) increased 77.62%.
- The total number of qualified leads (excluding branded) increased 135.00%.
- The average cost per lead (including branded) decreased 34.16%.
- The average cost per lead (excluding branded) decreased 54.12%.
- The overall average cost per click decreased 61.32%.
We began with a very thorough examination of the competitive landscape that is the computer repair, iPhone repair, and data recovery industry. During this process, we gathered extensive information on the competition, which served as a valuable tool when creating a strategy to beat out all rivals. We researched who used Google ads and made a list of the company names, locations, and other important statistics. We discovered which snippets and URLs were used, such as the home page, service page, or whether they used a dedicated landing page in their marketing campaigns.
We also uncovered a seed list of keywords which were utilized by each company, via competitive analysis tool, SEMrush. The results allowed us to identify branded keywords specifically for LaptopMD, which has been operating in New York City for over a decade, creating a solid brand in the process. We then validated all branded and general keywords and then estimated a cost per click to have our ads appear for each keyword while also considering the competition for that keyword. At this stage, we could eliminate unnecessary keywords through a restricted and reorganized seed keyword list.
As part of our strategy, we included negative keywords in our first PPC campaign. For example, we used the keyword “windows repair”, which was a keyword that customers used when searching for physical glass window repair, rather than the operating system. With an alteration, we amended the keyword to ensure it included OS (XP, 7, 8, 10) as a broad modifier. We calculated an estimated budget for the entire PPC campaign and wrote two versions of ad copy (including the USP in the ad text) for each ad group. In order to calculate lead conversion, we created a bespoke quote form conversion tracking via Wordstream and utilized a traceable phone number on the website and landing pages.
We then reworked the landing pages to ensure the pages convinced potential leads to make direct contact with the business and decided to run our campaigns on both the Google and Bing platforms. After deploying our initial PPC campaigns, we made a series of checks over the next four months to fine tune our marketing efforts based on the valuable information these campaigns revealed.
Our first series of campaigns were launched after a solid two to three weeks of data collection which was required before we could make any decisions. Our research was sufficient enough to understand what worked while keeping the client’s budget in mind. Since we had a considerable budget, we made mostly insignificant changes for the first month while still gathering valuable information on how the campaign was running.
We discovered the cost per lead was the same regardless of whether a Windows PC or an Apple was being repaired. However, the cost of the job was different – Apple was responsible for almost double the revenue of PC services. Before this discovery, we had set the budget to be divided equally between Windows and Apple. We made an adjustment to split the budget 75/25 in favor of Apple.
We also made the decision to shut down some very specific camps with low returns of ad spend (ROAS). After consulting with the lead engineer of LaptopMD, it turned out those searches were most likely done by DIY repairers looking for additional information but not interested in coming into the store.
At the second month check-in, we optimized other campaigns. We set up single keyword ad groups (SKAG) – the camps that contain only one keyword, which is normally the keyword that brings in the greatest share of profit and ROAS.
We knew where the conversions were coming from, so it was time to SKAG it up. The reasoning behind this is simple; you have a better control of your best performing keywords which helps knowledgeable search marketers make performance even better. After implementing these changes, we allowed the campaigns to run for the next 30 days with minimal adjustments.
After evaluating and comparing their performance, we made the decision to shut down more than 50% of the campaigns. The logic behind this decision was simple – if a campaign didn’t bring in any fresh new leads, they were closed.
This strategy was effective because it allowed us to free up additional money within our budget, which we could reinvest into the best performing campaigns. As a result, we nearly DOUBLED our conversion rates without changing the actual dollar amount spent by the client, which was a phenomenal result.
After analyzing the data, we came to the conclusion that we could get more conversions if we optimized our campaigns according to the day of the week and the time of day. We understood that running ads on Sundays, even though LaptopMD was open on Sundays at that time, was a waste of time. We decided to stop doing that and interestingly, we showed this information to LaptopMD’s CFO and came to the conclusion that once revenue and operational overheads were taken into account, the business was actually losing money by being open on Sundays.
We soon discovered the hour of the day had an important influence on conversions, with roughly 70% of our budget spent between the hours of 8:00 am and 8:00 pm, which is when most conversions took place. However, the business owner was against turning out all the camps at night, because nearly 50% of his competitors turned off AdWords and Bing ads when their office is closed. He was of the opinion that he wanted to stand out from the crowd, even though it could cost him additional time and 30% of his PPC budget.
After a brainstorming session, we came to the decision to use negative bid adjustments for after hours, which helped us to find a compromise. We could keep our ads running but keep the cost per click low at nights.
The implementation and ongoing monitoring of our well-planned PPC campaign saw LaptopMD achieve the following business success all in only four short months:
For your very own professionally-managed PPC campaign that is fully researched, takes an innovative look at your entire business marketing potential, stands you apart from your competition, and boosts conversion where it matters most, contact us today.