Pay Per Click Case Study – Quicksilver Games

"We have been extremely impressed with the high level of customer service and proactive account management received since moving our account to Receptional in October 2009."

Phil Edge – Quicksilver Games

The following example of using multiple services from Receptional highlights just how successful a considered, logical and long-term strategy can be.

Quicksilver Games approached Receptional back in mid-2009 in order to take advantage of our free PPC health check . At the time, Quicksilver were not satisfied with the ROI their PPC activity was generating and needed help in turning this into a profitable and effective channel to market. Operating in the extremely competitive Online Gaming market, the cost per player and overall ROI were simply not what they should have been, and Quicksilver wanted to know why and more importantly, what could be done to address this.

Through working with Receptional the Quicksilver PPC Account has seen total revenue increases of 380% and PPC costs fall by 24% since 2009. Here’s how:

Free PPC Health Check: Establishing Account Problems

The Quicksilver PPC account was reviewed by several experienced Google AdWords Qualified Professionals who consequently identified multiple areas within the account that could be improved upon, as well as several missed opportunities which would help the client to meet their objectives and increase the ROI of their paid search activity.

PPC Account Restructure: Implementing Best Practice

The Quicksilver PPC account was restructured in accordance with Receptional’s PPC best practice guidelines , which involved increasing the depth and reach of the account structure, as well as implementing a much more granular and targeted approach to pay per click advertising.

The success of these measures undertaken during the account restructure resulted in Receptional being retained as PPC account managers on an ongoing basis.

Ongoing PPC Management: Continued Improvement of ROI

By focusing on improving the KPI’s of the account from October 2009 through to May 2010, and in combination with our expert knowledge, we have been able to consistently improve the client’s account and build success upon success.

With proactive and strategic manual account management from our senior account team that has included daily analysis and campaign alterations, top level daily reports, weekly conference calls, monthly meetings, and strategic campaign changes over weekends, the Quicksilver PPC account has flourished.

By fully utilising AdWords search query data to eradicate irrelevant traffic we were able to reduce costs whilst increasing quality traffic, keyword quality scores, and the overall campaign conversion rates.

Once the campaigns were stabilised the next challenge was to make them profitable and perform consistently. By making use of the bid incremental feature in AdWords, we were able to display the most profitable Ads and Keywords in the most profitable positions, and at the most profitable times of the week. This strategy has allowed us to spend Quicksilver’s budget much more wisely, whilst continuing to deliver a very healthy ROI.

All of our PPC recommendations to-date have been geared towards meeting and exceeding Quicksilver’s KPI’s, with statistical analysis being the bedrock of all campaign decisions.

Although we are pleased with the improvements and success achieved so far in this very aggressive sector, we are extremely committed in taking Quicksilver’s paid search campaigns to the next level, and are confident that we can do so.

The Happy Client: "a dramatic increase in revenues"

We have been extremely impressed with the high level of customer service and proactive account management received since moving our account to Receptional in October 2009.

Their passion for paid search and commitment to improving our KPI’s has led to a dramatic increase in revenues whilst significantly decreasing our player acquisition costs. 

We look forward to building on the success to date throughout 2010!

Phil Edge
Online Marketing Manager
Quicksilver Games

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