Yellow Pages and Online:
Working Together
For Greater Profitability.

"Over the previous 4 years we had seen our business from Yellow pages drop from 60% to 11%.

Our cost per call went right through the ceiling.

Working with Ad Management and using their recommendations, we have lowered our overall cost by 34%. We increased our calls by 29.4 % and lowered our overall cost per call by an incredible 51.4%."

National Self Storage Company

"Ad Management reviewed our program and made recommendations that diversified our marketing investments with outstanding results.

We have reduced our print cost by over 70% while still maintaining representation in all our directories.

With overall results of 12% growth to our bottom line increase in calls and a reduction of cost per call of over 37.8%."

Lending and Finance Company
Los Angeles CA

ONLINE MARKETING
SUCCESS STORIES.

Case Study 1.

Auto Parts Retail Web Site Summary

Our client is the leading distributor of wholesale aftermarket radiators in the
country. They wanted to start a retail B2C focused web site to address the growing demand for auto radiators by do-it-yourselfers.

Goal: To create online pay per click search engine (PPC) campaigns from scratch within a monthly budget while keeping costs to just 20% of sales.

The Ad Management Custom Tool Kit included:

Keyword Generator – generated 60,000 keywords by crossing vehicle make & model
combinations with popular “modifier” keywords such as “cheap,” “all metal,” “Modine,” “performance” and “aftermarket.”

Example key-phrase: “91 Chevy aftermarket radiator”

Reporting Integration Module - Integrated Pay per Click data to client’s internal reporting system for uniform tracking of clicks, costs and conversions along with phone calls generated by Pay per Click campaigns to the company’s call center.

Log Analyzer – By analyzing web server logs, we generated 800 “negative” keywords –
keywords that didn’t apply to this business, such as “home radiator,” “radiator cover,” and “steam radiator.” This improved click through rate and a Quality Score and dramatically lowered costs.

Results: Within 12 months, the web site was profitably spending $40,000 per month on PPC marketing.

They are the biggest online player in the radiator market and one of the major automotive parts web sites.

Case Study 2.

Online Rebate Web Site

By signing up with this rebate web site, users obtain cash back when shopping at
1000's of online stores.

Pay per Click was the heart of their marketing efforts, but they had reached a plateau of 3,000 signups per month with a leading bid management tool.

Goal: To increase user signups by 30% while maintaining a $12 cost per signup.

The Ad Management Custom Tool Kit included:

Keyword Generator – Our analysis showed that the brand & store related keywords drove the most signups. The previous bid tool was using an incomplete list of keywords, and bidding too much in most cases.

We added 150,000 new, low cost keywords to
drive a greater number of signups more efficiently.

Custom Reporting Integration Module – We integrated Pay per Click data with the
client’s in house reporting system to derive a Lifetime Value metric for all keywords which
helped us to make smarter bidding choices.

Our client now has one reporting system
with all the data, instead of two “apples & oranges” sets of data.

Quality Score Optimizations - We performed weekly A/B split testing of Ad Text that
increased click through rate by 5 percentage points and decreased cost per click
significantly.

Results: Historically, this client generated 3,000 signups per month with an average cost of $9.50 per signup.

In August, we took over the campaign from a leading bid management tool.

By November, we were seeing 12,000 signups per month at a cost of $4.00 per signup.