Website Optimization

Chapter 4. PPC Case Study: BodyGlove.com

In this chapter, we’ll show you how to put into action the pay-per-click (PPC) optimization techniques that you learned in Chapter 3 and the conversion boosting techniques you’ll learn in Chapter 5, as well as how to use metrics to guide optimization efforts, which we’ll cover in Chapter 10. This chapter features a case study that shows how to maximize your PPC advertising budget.

Body Glove PPC Optimization

Body Glove International provides high-quality protective products for people and objects alike. In 2001, the Body Glove Mobile Accessories Group at Fellowes, Inc., developed protective cases for cell phones, laptops, and other handheld electronic devices. In 2007, Body Glove’s goal was to develop brand recognition and presence in this very competitive market through a combination of different types of advertising, including a PPC campaign. The primary goal of the campaign was to generate high visibility while minimizing cost per conversion.

We were responsible for creating the campaign and then improving it as a way to conduct an initial market assessment and identify the key ways in which it could be improved for the final quarter of 2007.

Market Analysis

The market for cell phone cases is extremely competitive. As accessories, the products are fairly inexpensive to make and are used as promotional vehicles or branding tools. Competitors include cell phone case companies as well as cell phone manufacturers, such as Motorola and Nokia, and ...