OVERVIEW: Client with existing home heating oil business wanted to get into discount market without diluting their existing brand. Riverine was hired to create a new website and launch PPC campaigns in advance of Winter 2013.
WORK COMPLETED:
- Designed & developed WordPress website using a base theme for rapid deployment. (Project was completed in one weekend.)
- Graphic design & simple logo creation
- All copy writing and content creation for site
- Integration of Email Subscription form with MailChimp
- Optimized content for users seeking cheap heating oil prices in Massachusetts
- Launched strategic PPC campaign aimed at sending price-conscious shoppers to the new website, and everyone else to the old site.
RESULTS:
- The chart below shows AdWords performance for the main account between 9/1/2013 – 1/11/14 as compared to the previous year. As you can see, by optimizing the campaigns and landing pages, we were able to significantly lower CPC and Cost Per Conversion; allowing us to lower the year to year cost by more than 50% while increasing the number of leads by 240%!
- For the new Discount brand, we have an exceptional stat line including 11% CTR, 6.5% Conversion Rate, and $22 Cost per Conversion
