Results

By placing the top ten keywords in a separate campaign with unique syndication parameters and allowing the remaining keywords to syndicate to all partners, Vongo was able to increase conversion rates and decrease CPDs without eliminating opportunities and visibility. It also allowed the agency to bid more aggressively on the top 10 keywords. Had the search engine never succumbed to their desire for Vongo’s ad spend, this would have been the perfect blend. However, the engine did finally buckle, effectively eliminating the two poor partners from the mix. This proved to be the ultimate solution—increasing conversion rates and decreasing CPD substantially.

Results of syndication on all except two poorly-performing partners:

• Conversion rate increased 68.76%

Conversion rates for the four campaign structures tested by the SEM agency. While the campaign without syndication performed the best, it limited exposure and download opportunities, thus decreasing overall success.

• Cost per download decreased 44.39%

Cost per download for the four campaign structures. Again, CPD was lower without syndication; however, Vongo did not receive the visibility necessary to increase downloads with this particular structure.

The challenges faced with this campaign and drawn-out struggle with the search engine reiterated a well-known fact to Vongo and the SEM agency—bid automation is ineffective and can even be detrimental. SEM campaigns must be manually managed by knowledgeable and innovative individuals to ensure they are achieving all goals and performing at the highest level.