Bay Area Synthetic Grass

Bay Area Synthetic Grass - Cost vs. Time

Background

Bay Area Synthetic Grass was launched in July of 2006. This commercial website in the bay area of California has been the main source of advertising for the small synthetic grass installation company located in Northern California. Their business is very simple: synthetic grass sales and installation for residential hoes and commercial businesses. Bay Area Synthetic Grass generated about $1,500,000 in revenue over the last 3.5 years. The revenue generated was a function of several factors, but Internet advertising is the main reason for its success and longevity.

Bay Area Synthetic Grass management decided in June of 2009 to suspend its Adwords campaign. It seemed to be a good decision at the time. The company wanted to save the cost of advertising and rely solely on the SEO campaign that was producing good reasults in the form of lead coming in from the site. Recently business has been good and they have more cash on hand to try and capitalize on what seems to be an expanding economy.

Bay Area Synthetic Grass - SEM Cost Analysis

• The weekly cost per click decreased from a high of $375 $/wk in July of 2008 to the current cost of approximately $105 $/wk
• The total cost over a 36 month period was $20,501. This represents the total cost of advertising for BASG for 3.5 years.
• $20,386 over a 3 year period represents about a 569 $/mo investment in advertising.
• The average Search Engine Marketing position per time decreased from 4.9 to 2.8. A decrease in position is a good thing for this particular metric. This means that the advertisement has gained prominence over the two and a half year period. A higher position in the search engine marketing pay per click campaign means more clicks.
• All Adwords ads are currently showing with a 7/10 relevancy minimum.

Bay Area Synthetic Grass - Cost vs. Time | Back to Top

The decreasing cost and SEM ranking position over time trends are positive in the respect that the cost over time decreases as the advertisement position improves over the same time period. A detailed analysis of this chart for cost and average position for the 3.5 year period to present 5/12/09 is given in the chart above.