Founded in Gamagori, Japan in 1971, Nidek continues to be a global leader in the manufacturing and distributing of ophthalmic equipment, optometry instruments, and other healthcare products, including biofeedback systems and YAG lasers.
NIDEK's PPC keyword quality scores were very low when we inherited the campaign, ranging from 1/10 to 4/10 for most keywords. This was leading to poor ad positioning, higher costs per click (CPC), and very poor conversion numbers.
First, we improved the on-page optimization of several of their product pages (title tags, META tags, on-page copy, etc.). We then adjusted their targeted PPC keywords to include a variety of different match types (broad, phrase, and exact) to help improve clickthrough rates (CTR).
Ad copy was also adjusted so that it matched better with our targeted keywords and our on-page message.
In a few weeks, quality scores jumped up to around 6-7 out of 10 for nearly all keywords. We have also seen a steady growth in lead conversions on a month-to-month basis. Below is a breakdown of the account before we took over and how the account is currently performing.
|
|
CTR Avg |
Quality Score Avg |
CPC Avg |
Poistion Avg |
|
May 2009 |
.51% |
3.3 |
4.81 |
2.5 |
|
April 2010 |
3.67% |
4.8 |
2.5 |
1.2 |
