The Perfect Pay Per Click Figure for Lighterlife
“WhyCommunicate? have consistently over achieved against the Pay Per Click targets set for them. I would have no hesitation in recommending WhyCommunicate? but maybe not to our competitors!” Belinda Hooke, Online Marketing Manager, LighterLife
Introduction
LighterLife is a weight loss programme and slimming diet plan. The company operates in a highly competitive market, which is further impacted by legal constraints,
Life in Balance LighterLife
regulatory controls and the need to follow the Advertising Standards Authority guidelines. Whilst the brand is strong, it is not the market leader and faces competition from existing rivals and new market entrants competing against the brand’s online position. #
Brief/Objectives
Improve the online brand position in a competitive marketplace, reducing the cost per lead (CPA) and cost per click (PPC) advertising costs whilst increasing the number of leads.
Strategy
After an in-depth audit of LighterLife’s online advertising activity, it quickly became clear that the company had been suffering from rivals competing against LighterLife’s brand key phrases online. In addition to improving online advertising effectiveness, we initiated a brand policing campaign, liaising with the major search engines to control competitors whose activity was contravening LighterLife trademarks.
With the brand protected and under on-going surveillance, we set about improving the online advertising activity. Rather than a simple media buying exercise as had previously been the case, WhyCommunicate? utilised a combination of in-house pay per click tools, and search engine provided tools and advertising opportunities to provide excellent PPC activity in terms of cost and results. We identified key words and phrases that would allow LighterLife to compete more effectively as well as improve conversion rates. Sure enough, results started to appear immediately.
Results
The results that we have achieved delight our client. A staggering 1700% return on investment was achieved and the average cost per lead was reduced by more than 300%. The results generated a 50% increase in online spend and the company continues to go from strength to strength. LighterLife have seen a quarter on quarter improvement from PPC activities as a result of the continued focus on the business requirements.
Call WhyCommunicate? to discuss how we can improve your online return on investment, generate more leads and make your budget work harder for you, call 0845 652 0356.