Client Case Studies
Paid Search Case Study - WhiteSmoke
Established in 2002, WhiteSmokeTM (www.whitesmoke.com) is a world-leading company in the field of English writing technologies, with a focus on products that enhance and correct grammar, spelling, and writing style.
WhiteSmoke approached XTENDSearch in mid-April 2008. After a thorough analysis of their business model and marketing goals, we started working on their paid search campaigns.
WhiteSmoke's Objectives: First, set profitable PPC activity, then expand the activity and grow revenue as much as possible while keeping relatively small margin.
The Plan:
- Quick and dirty - Take the current activity and optimize it to the maximum using Google only.
- Start researching and building new campaigns with focus on English in the USA, using both Search and Content.
- Execution - Upload the new campaigns alongside the old ones and gradually phase out the old ones.
- Optimize the English activity and start preparing campaigns for other languages and countries.
- Upload search and content campaigns in multiple countries and languages.
- Expand to Yahoo and MSN.
- Optimize and continue testing ads, keywords, languages and countries.
- Help WhiteSmoke test new pricing models and landing pages - both general and country specific.
The Results:
- Within 2 months Whitesmoke's investment moved from loss ($5K) to profit ($6K).
- Within 6 months we tripled their revenue, keeping ROI above expected.
- Google content advertising was identified as a major source for revenue.
- Yahoo and MSN's share is constantly growing.
"XTENDSearch have performed above my expectations in delivering results. It took a while to put order in our paid search campaigns and to grow revenue and profit but you could clearly see how the actions taken brought results. I'm especially impressed with the way XTENDSearch handle Google's content network - I wouldn't have guessed one can get such results with Google's content. On top of that, I feel I get all the attention I need and the level of service I require and therefore I consider XTENDSearch to be a real partner."
Amit Greener - WhiteSmoke's VP Marketing & Sales:
