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Reduce your CPL by 54% & Increase Leads by 250% with Keyword Label Analysis

Amanda West-Bookwalter shows you how to perform a keyword label analysis, which increased leads by 250% and decreased CPL by 54% in one of her accounts.

October 31, 2012

About the Author

Amanda @Amanda_WestBook

Amanda is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising.
  • Sunil Kumar

    Amazing Video to reduce CPL and increase leads as step by step. Thanks for sharing this video.

  • http://twitter.com/CC_Creative Courtney Cox

    Great post, Amanda. This is a technique I will definitely be testing on my clients soon.

    I do have one thing that I’d like to add, though. When I emailed this video out to our team, I received the same response from a few different people. They were commenting that this analysis would need to be done on a few different time scales in order to see the big picture and avoid faulty conclusions.

    We decided the best way to split time scales would be: Quarterly, Yearly, and All Time.

    A good example of a reason for why you would need to do this is to see when a spike is related to seasonal interest (Christmas cards during the last quarter of the year) or interest based on a particular event (flood insurance after a hurricane).

    What are your thoughts on this?

    • Amanda West-Bookwalter

      Thanks, Courtney!

      I totally agree! It’d be worth noting any known outside factors that could have affected your PPC campaigns as well. For instance, if you had a product featured on The Tonight Show, like one of my clients regularly does, you’ll likely see a huge spike in brand impressions and likely that specific product as well. Or maybe your client launched a new product, etc.

      This was a super great comment, thanks so much for your input!

  • http://twitter.com/Gromold Matthias Ladwig

    Hi Amanda,

    I think it’s a good idea to consolidate SEO and SEA-traffic to get a better picture of what is happening, but i have a few remarks.

    I think you need to be more careful with your interpretation of the numbers. The weekly change might have a random effect, so you should keep monitoring that performance. The number of conversions doesn’t seem awfully high so this is possible. Also, we are getting close to christmas whcih also might have an effect.

    The numbers indicate that you have reduced you average CPC and increased the total number of clicks while keeping the CR constant. Without knowing what you did in detail this makes a lot of sense.

    In general, I’d be more careful with statements like “Reduce your CPL by 54″ – even if your numbers are correct, this does not mean your strategy works the same for everyone else.

    • Amanda West-Bookwalter

      Hi Matthias! Thanks for reading and commenting.

      I agree that I’d need a longer time range to be 100% sure that the changes I made will have a long-lasting improvement on my account. I also agree that it was the work I did as a result of this analysis, not the analysis itself, that got me to the results I quoted. But, “I decreased by CPL by 54% week over week by doing some action items I came up with as a result of this cool analysis I want to show you how to do” is a really long blog title. ;-)

      As always, nothing works the exact same for every account, but the main point I was trying to make seems to be one you agree with: this analysis is a good idea if you haven’t done it, and you could get some great action items out of it that could really help your account.

      • http://twitter.com/Gromold Matthias Ladwig

        totally understand the oomph part of the title :)

        I think analysis and step-taking really go hand in hand. I cant just be analyzing all day long without getting some actionable insights. And in general, when i change things in my account, i’d much rather do it based on some analysis than on wishful thinking, so in that sense you’re doing the right thing and i hope this will prove to be successful in the long run.