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Google Analytics Case Study

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410%Increase in Google AdWords Conversions in Three Months
Prior to contracting us, Holy Family was managing its PPC campaigns in-house, incurring AdWords losses and a negative ROI. We helped optimize reduce costs.
170% Increase in AdWords Conversions, 33% Decrease in CPC
Horizon DataSys wanted to optimize their AdWords account to increase the number of downloads & reduce cost per conversion. Pitstop Media overdelivered.
195% Increase in AdWords CTR, Campaign Cost Decrease by 40%
Food Connect hired us to optimize an AdWords account with poor Quality Score, high CPC and no prior conversion tracking. Pitstop Media delivered.
Multiple #1 Organic Rankings in Less Than Three Months
Eclipse Medical presence within Google wa so poor that the website was not showing up at all for any targeted keywords. We were able to quickly change that.
38% Increase in AdWords Conversions, Reduced CPC by 20.5%
CPO gave Pitstop Media their flagship website to improve its organic Google rankings. We achieved impressive results, faster than expected.
33% Increase in Organic Traffic, 50% More Requests for Proposal
Sirco Samplers have seen a significant improvement in where their website is ranked for the most important keywords in their industry, with help from us.
28% Decrease in AdWords CPC, 30% Increase in Conversion Rate
DWC wanted to improve the conversion rate of AdWords and reduce the acquisition costs for this channel. Pitstop Media focused on GA data and delivered results.

AdWords Optimization with Google Analytics

google analytics case study  

Using Google Analytics Increases Adwords Conversions by 38% and Reduces Cost per Conversion By 20.5%
Established in 2006, serves the growing needs of U.S. consumers for quality pharmaceutical products, including high quality prescription and non-prescription drugs. It operates in the health vertical and has grown quickly in terms of establishing a strong customer base and generating significant revenues. Search engines (Google, Yahoo! and Bing) are the primary marketing channel through which Canada Pharmacy Online generates new business. Pitstop Media manages the PPC campaigns of and is responsible for new customer acquisition and sales.
Technical Ability
Pitstop Media helped improve the PPC campaigns by better understanding the client's visitors with the help of Google Analytics. The primary objective was to improve the performance of PPC campaigns. Following are several strategies carried out by Pitstop Media to optimize the client's PPC campaigns:
  • Activated auto-tagging in AdWords and linked the account with Google Analytics to import AdWords data.
  • Set up custom filters to capture actual search queries that triggered broad and phrase match keywords in AdWords campaigns.
  • Set up multiple goals and segregate customers into new and existing and products into Rx and OTC
  • Measured what types of products each customer segment was purchasing, (prescription or over the counter products).
google analytics goals
  • Set up e-commerce tracking to capture actual transactions and revenue data.
  • Tagged Yahoo! advertising campaigns to capture the PPC campaign keyword data separately from Yahoo! organic data.
track 3rd party search marketing campaigns with Google Analytics
  • Set-up a custom filter that captured the actual search query that triggered a broad or phrase match keyword and matched it with the e-commerce transaction data.
Google Analytics filter to capture exact search querries
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Analytical Skills
To improve the PPC account performance, Pitstop Media used:
  • Time on site, page views and bounce rate metrics to better measure keywords that had high costs and no conversions. By using these metrics, Pitstop Media was able to identify and bid more efficiently on non-converting keywords which had high costs and generated qualified visitor traffic.
  • Custom filters to identify the actual search queries (head and long tail keywords) that triggered the broad and the phrase match keywords, that should be advertising for, but was not.
  • Negative keywords to prevent ads from showing up for unrelated/unwanted keywords.
  • Geographic performance reports to identify good and poor performing regions and use the information to create separate campaigns to target specific geographic regions
  • Goal conversion data to identify if new customers were more often purchasing prescription or over the counter products. It used the data to provide recommendations as to whether should focus more on prescription or over the counter products.
  • The Ad Versions report within Traffic Sources section of Google Analytics to identify better performing ad titles across the entire PPC account. The findings were used to replace some of the poor performing ads, as well as to create new ads.
Business Insight
Pitstop Media added new long tail and head keywords and also negative keywords to the account. Within 3 months of using Google Analytics, Pitstop Media increased the number of conversions by 37.9% and reduced the cost per conversion by 20.5%, significantly increasing sales and reducing costs, thus positively impacting the bottom line of Canada Pharmacy Online. Below is a screen shot from Google Adwords contrasting the 3 months before and the 3 months after using our Google Analytics.
transactions associated with exact search querries
The management team was extremely satisfied with the optimization results and was convinced of the value of using Google Analytics. Pitstop Media has been contracted to provide analytics services for other web properties owned by Canada Pharmacy Online.
You Can Trust Us To Do The Job For You!
First Name   Last Name
Email Address   Work Phone
Company   Website
  your search marketing inquiry is safe and confidential We value your privacy! We will not rent or sell your email address
or your contact details with a third party.
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