Conversions
Conversions tracked in Google Ads over 30 days.
PPC CASE STUDY
PPC Campaign Management for a DLNA Media Server
KooRaRoo | Media software | September to November 2013
KooRaRoo wanted more installs of its media server from Google Ads and less paid traffic from people who would never install it. Three months of daily account work turned the search campaign into a steady source of installs without a bigger budget.
8.2x
Conversions in 30 days
-76%
Cost per conversion
3.2x
Conversion rate
What the campaign had to fix
The campaign was live, but too much of the budget went to clicks that never became installs.
A niche media server
KooRaRoo is a DLNA server and organizer that streams video, music, and photos to any DLNA-certified device on a home network.
Installs, not just clicks
The goal was to increase the number of product installs and remove untargeted users from the paid traffic.
Click prices vary by region
Clicks cost different amounts in different regions, so the budget had to be split to cover every region that mattered.
How the account was managed
Daily optimization from September 1 to November 30, 2013.
Queries
Search queries were refined, and the keyword list was adjusted to raise CTR and attract better-qualified traffic.
Ads
Unique ads were written for each keyword group and optimized continually.
Tracking
Event tracking codes and goals were set up in Google Analytics, so the campaigns could be optimized on conversion data.
Bids and regions
Bids were managed daily, and search campaigns were split by regional click price to spread the budget evenly across regions.
MEASURED RESULTS
First month vs. third month
Both reports cover 30 days of the same Google Ads search campaigns: the first month of management and the third.
82
Conversions in 30 days
520
Clicks in 30 days
2nd
Place in auction insights
Cost per conversion
A conversion cost less than a quarter of the first-month price.
Conversion rate
Sharper queries and ads brought visitors who were more likely to install.
CTR
The ads matched the searches they showed for more closely.
Average cost per click
Clicks got cheaper as the ads matched the searches better.
Figures come from the Google Ads reports in the original case. By the third month, a separate search campaign for the USA was running, and the totals cover all active campaigns.
The reports behind the numbers
Results of the first month of PPC campaign management (30 days)
| Campaign | Clicks | Impressions | CTR | Avg. CPC | Avg. position | Conversions | Cost per conversion | Conversion rate |
|---|---|---|---|---|---|---|---|---|
| KooRaRoo_Search | 297 | 21,579 | 1.38% | $1.01 | 1.7 | 10 | $20.53 | 4.90% |
Results of the third month (30 days)
| Campaign | Clicks | Impressions | CTR | Avg. CPC | Avg. position | Conversions | Cost per conversion | Conversion rate |
|---|---|---|---|---|---|---|---|---|
| KooRaRoo_Search | 332 | 10,206 | 3.25% | $0.68 | 1.5 | 54 | $4.20 | 16.27% |
| KooRaRoo_Search (USA) | 188 | 9,365 | 2.01% | $0.90 | 1.6 | 28 | $6.06 | 14.89% |
| Total (all active campaigns) | 520 | 19,571 | 2.66% | $0.76 | 1.6 | 82 | $4.83 | 15.77% |
During the course of work on the campaigns we were able to boost the click-through rate (CTR) from 1.38% to 2.66%, decrease the average cost per click (CPC) from $1.01 to $0.76 and the price of conversion (CPA) from $20.53 to $4.83, as well as increase the conversion rate (CR) from 4.90% to 15.77%.
We were able to achieve these results thanks to daily account optimisation measures within our service PPC campaign management (updating the list of keywords based on data from Google Analytics, managing bids, and updating ads).
Summary
Despite a modest advertising campaign budget, we managed to outperform major Western advertisers and take second place in the auction statistics.
Campaign auction insights for the last 30 days
| Display URL domain | Impression share | Avg. position |
|---|---|---|
| wd.com | 23.78% | 1.1 |
| You (KooRaRoo) | 47.90% | 1.7 |
| dell.com | 16.69% | 2.2 |
| wowza.com | 17.86% | 2.3 |
| amazon.de | < 10% | 2.6 |
| microsoft.com | 14.32% | 2.7 |
| amazon.com | 13.48% | 3.3 |
| idealo.de | < 10% | 3.4 |
| thirdlight.com | < 10% | 3.4 |
| oracle.com | < 10% | 3.8 |
| globalscape.com | < 10% | 4.3 |
What the client said
"The guys at Alconost were really helpful. They produced quick turnarounds. They were pleasant and tactful in their communications, and they offered moderate prices. The number of product installations has multiplied, and I did not even have to change the budget."
Denis Volodomanov
Developer and Owner of KooRaRoo Media
Originally published on the Alconost Digital blog. Onlinuum is run by the former Alconost Digital team.
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