I began working with CallFire in December 2010. Then, conversions through PPC were not being tracked, clickthrough rate (CTR) was a meager .1% (one-tenth of one percent), and anywhere from $80,000-$115,000 was being spent every month on paid search.

One of my first initiatives was to implement Conversion Tracking. I also cut out a lot of waste by reorganizing the campaigns, testing ad copy, and optimizing keywords. Later, I introduced Remarketing to increase the efficacy of the Google Display Network.

By November 2011, campaigns were converting at 7.55%, with an overall clickthrough of 1.91%, all the while spending less each month (approximately $70,000).

Another client trusted me with their international PPC efforts.

In the span of one month,

• Conversion numbers more than tripled (350 vs. 105)
• Cost-per-click was nearly halved, and
• Cost per conversion was reduced by 61%.

Jewish people are actually more susceptible to gluten intolerance (celiac disease) than the population at large. So GlutenFreeMatzo.com offers a specialty product to address their needs. In the run-up to Passover 2012, I implemented search and display campaigns offering their matzo and a gluten-free Passover cookbook.

That March, we netted the following results:
• The matzo campaign achieved a 4.13% CTR and a 7.08% purchase conversion rate.
• The cookbook campaign achieved a 1.83% CTR and a 10.59% purchase conversion rate.
• The two display campaigns experienced a 4.67% conversion rate and a 3.22% conversion rate, respectively — very high for the Display Network.
• The remarketing campaign achieved a 13.25% conversion rate among people who had visited the site but abandoned before purchase.
• All our marketing efforts resulted in over $100K in matzo sales in one month.