Client Adwords Case Study #2

SLAM Strategy vs

Sensis (one of Australia's largest Adwords providers)

An Apples for Apples Comparison• A 6 month Adwords campaign comparison

report between SLAM Strategy and Sensis (one of Australia’s largest Google Adwords resellers).

• The campaigns were running at the same time for the same period of time

SENSIS SLAM0

500

1000

1500

2000

2500

1187

1960

"clicks" - SLAM 65% more

clicks

65% more click with a similar ad spend but a substantial difference in clicks is a clear example that the two campaigns are being run very differently. Fundamentally SLAM generated more clicks because more of our clients budget was put towards advertising for clicks.

SENSIS SLAM $2,100.00

$2,200.00

$2,300.00

$2,400.00

$2,500.00

$2,600.00

$2,700.00

$2,800.00

$2,900.00

$2,769.38

$2,334.84

"cost" - SLAM 16% lower

cost

After taking into consideration the cost per click and the number of clicks generated, it has resulted in SLAM producing a 16% lower overall campaign cost.

SENSIS SLAM $-

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$5.15

$3.94

"cost/lead" - SLAM 23% lower

cost/lead

Again SLAM’s cost per lead is 23% lower because we are not charging a premium for every keyword that leads click on. With SLAM our clients get to see the raw data and we treat our clients businesses as if they were our own. What we see our clients see, what we get our clients get.

SENSIS SLAM $-

$0.50

$1.00

$1.50

$2.00

$2.50 $2.33

$1.19

"Av cpc" - SLAM 49% lower

Av cpc

Roughly half of the money the client allocated to advertising with Sensis was used up in the cost per click because the client is paying 50% more for their clicks . These funds go directly to Sensis on top of their management fee. Sensis will NEVER show the raw Google Adwords data (what Google is charging for clicks) because that is where Sensis make their money. Worst of all for this reason Sensis clients will never exactly know how much of their advertising money is going to Sensis and how much is actually going on AdWords.

SENSIS SLAM510

520

530

540

550

560

570

580

590

600

538

592

"leads" - SLAM 10% more

leads

SLAM generated 10% more leads than Sensis for the same 6 months period, generating approximately 592 leads while Sensis generated 538. That is an extra 54 leads for the same period. Based on the clients conversion rate (leads to sales) of 65% SLAM generated an extra 35 sales. At an average sales value of $350 these extra sales converted to an extra $12,250 in revenue for the client.

SENSIS SLAM $-

$1,000.00

$2,000.00

$3,000.00

$4,000.00

$5,000.00

$6,000.00

$7,000.00

$8,000.00 $7,342.24

$3,748.85

"total cost" - SLAM 51% cheaper

total cost

• Hypothetically assume the funds from both campaigns were combined into either a full SLAM or Sensis campaign, what would result? NOTE: Googles policy is not to show two ads promoting the same company at the same time, so the clicks for both campaigns can be combined as a representative of a total campaign.

• Multiply the average cost per click achieved by each company with the total combined clicks from both company campaigns and you can see just how much more Sensis could cost over a 6 month period just to reach the same number of people.

Summary• Based on the above stats, SLAM has generated

65% more traffic at 50% lower costs and 10% more leads than Sensis.