Pay Per Click Case Study: Key to Metals

Client: Key to Metals - the world’s most comprehensive database of metals.

Website: www.keytometals.com

Project Type: Pay Per Click Services

Challenge: After completing search engine optimization and a successful conversion strategy for Key to Metals, the next step in their online marketing strategy was to optimize their current global pay per click campaign and maximize conversions.  Key to Metals had several geo-targeted campaigns in place in order to target specific countries; however, the company’s global campaigns were not performing; click-through-rates and conversions were low and cost-per-click was relatively high compared to the targeted campaigns. The challenge was to create a new, global campaign that maximized conversions with a relatively low cost-per-click.

Solution: The Net Impact first reviewed Key to Metals current pay per click campaigns to use as a baseline for the new global campaign. A thorough review of current website analytics was done as well as a comprehensive industry analysis to determine industry-specific terms, strategies, and competitors’ ad text and search terms.  Extensive keyword research was performed to determine optimal campaign keywords based on previous campaigns and current search terms and volume. The Net Impact created several ad groups within the new global campaign in order to better target recommended keywords. Next, several sets of targeted ads were created for each ad group with a clear call to action and a targeted landing page. 

Once the new campaign was designed and implemented, The Net Impact monitored the new campaign closely for 30 days, optimizing and testing keywords to gain an understanding of what search terms visitors were using to find the Key to Metals site as well as what keywords were converting.

The Net Impact delivered an effective global campaign that sent qualified website traffic to the Key to Metals website increasing conversions while lowering cost-per-click. In addition, the click-through rate of the new campaign more than tripled that of existing global campaigns. After the campaign implementation and monitoring period, The Net Impact created a detailed report indentifying future steps needed to maintain the success of the new global campaign.