While SEM, or search engine marketing, can sound great in theory, it’s hard to know whether your investment will pay off in practice.
You can pay to have your website appear at the top of Google’s search results, but will people actually click? If they do, are they the right people? And are those people likely to turn into paying customers?
We’d like to take you behind the scenes of an SEM campaign we ran for one of our customers – Carline Automotive & Exhaust – which increased their online enquiries by 230%.
Carline Automotive & Exhaust is a well-established brand with over 120 stores across Australia, and they sell aftermarket car components, like exhausts, mufflers and towbars.
They had already been running SEM with Google AdWords for years, paying about $2.30 a click and getting an average of 2,500 clicks a month. In other words, every time someone clicked on their ad in Google’s search results, it would cost them $2.30. The good news is that these clicks were bringing in enough business for the campaign to pay for itself. The bad news was that it was sucking up all of their IT guy’s time, which meant he couldn’t focus on his other work.
Carline wanted their IT guy back on the tools and for someone else to manage their search marketing for them. This is where we came in.