Search Marketing Services Ltd Uses AdWords and Analytics to Cut Conversion Costs by 66%

Search Marketing Services Ltd is based outside Bath and specialises in driving revenue for clients in competitive search environments. With this in mind, founder David Howlett has adopted sophisticated marketing methods based on the duel potential of Google AdWords and Google Analytics. Each client provides a different challenge. Clients, he says, “come in all shapes and sizes”. One factor remains consistent though, the potential for AdWords to build businesses. He says, “Many of our companies have grown as a direct result of using AdWords: from a start-up, to a small business, to a larger business, to a franchising business, and it’s all down to AdWords”.

Google AdWords – an online marketing programme; Google Analytics – a website analysis tool, but how do these products combine to form marketing solutions? Howlett and Search Marketing Services are not short of examples. One client, Racing Challenge, used geo-targeting information provided by Google Analytics to form the backbone of its expansion. “The combination of using AdWords and Analytics together has been quite powerful”, says Howlett. With conversion data broken down geographically, Howlett and Racing Challenge were able to designate ‘hotspots’; the Surrey area being one such hotspot where “conversion costs were just a third of the normal amount.” Using this information they were able to tailor an AdWords campaign specifically for this region. The results have been dramatic; “the conversion rate is 7% and it’s not only saving money but it is driving the business in this area,” not just in terms of sales, but in future franchising opportunities.

A second example of how AdWords and Analytics maximise performance in competitive environments is the utilisation of keyword data by MAS, another client of Search Marketing Services. Google Analytics allows advertisers to study the value of each of their AdWords keywords, a feature Howlett places great importance on as it “puts a pounds and pence value on something that is normally seen as abstract out there on the internet. … [MAS] know the gross value of the keyword and the conversion rate of each keyword.” Howlett goes on to say the “information is gold-dust when you factor it back in to AdWords optimisation. You can focus on keywords that are going to get you good conversions.” Using AdWords and Analytics MAS has seen rapid expansion “doubling the turnover each year over the last three years and that’s all down to AdWords, Analytics and using the data effectively”.

Search Marketing Services have worked with clients of all sizes, to maximise their clients’ return-on-investment, using the marketing reach of AdWords and the performance data of Analytics. With over 80 different Analytics reports Howlett can tailor his clients’ AdWords accounts to maximise the clients’ strengths. “It is difficult to find anything that compares with AdWords in terms of performance, but also measurability”, he says, “the metrics you have to control the campaigns are great. It is a superb form of advertising… it is a superb system.”

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