Ethoca is a merchant fraud prevention and financial services company based in Canada. Through an extensive collaborative network of banks and card issuers they provide chargeback and card-not-present fraud alerts to merchants across the globe. With an extremely diverse and geographically scattered pool of B2B prospects, Ethoca’s PPC is especially difficult.
They came to RefreshWeb in early 2015, looking for information about PPC as a way to boost their exposure and relevant leads via requests for consultation. They were very doubtful that paid advertising was going to work for them, after trying PPC in house, but felt they needed to explore it with a professional AdWords agency before abandoning the idea permanently. Their initial in-house campaign had resulted in an over $9,000 spend in six months, with only a single consultation conversion leading to a sale.
The PPC Process and Results
After reviewing their account history, and doing research on competitors, keywords and industry trends, we were convinced that PPC was indeed a viable option for their business. They gave us 90 days to get at least ten conversions, as a test of our recommendations.
Within the first 60 days of creating our first new campaign (and only 30 days from the creation of three additional campaigns), we had generated 17 verified conversions. At that point, we became Ethoca’s permanent PPC management agency. Here’s a summary pre/post on our PPC campaign ROI:
|Metrics||Feb 2014 – July 2014|
|Feb 2016 – July 2016|
|Click Through Rate||0.37%||0.60%|
|Cost Per Click||$6.10|| $3.19|
|Conversions||1||253 + 122 tracked calls|
|Cost Per Conversion||$9,019.00||$15.54|
|Search Impression Share||59.43%||67.93%|
*Conversion rate on some RefreshWeb campaigns as high as 6%