The client approached Wyoming frustrated with their incumbent agency’s performance. After seeing positive results in the early days of the relationship, performance had since plateaued, with no sign of change. Wyoming were challenged with optimizing and managing the client’s paid search activity, with a focus on positive ROI.
Wyoming initially conducted an audit of the client’s Google AdWords account; analysing both campaign performance and configuration. It became apparent that the account had previously been optimized almost exclusively on cost per click (CPC), without reference to Cost Per Sale (CPS). The result was steady increments in site traffic but without parallel increases in sales or revenue. Consequently, traffic was demonstrated to be of poor quality, despite it's low cost.