Precision Putting Greens

SEM Program - Cost Analysis

Background

Precision Putting Greens 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 putting green installation company located in Northern California affiliated with Bay Area Synthetic Grass.

Precision Putting Greens 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.

Precision Putting Greens - SEM Program - Cost Analysis | Back to Top

• The weekly cost decreased from a high of $125 $/wk in April of 2008 to the current cost of approximately $6 $/wk
• The total cost over a 36 month period was $8,028. This represents the total cost of Adwords advertising for PPG for 3.5 years.
• $8,028 over a 3 year period represents about a 210 $/mo investment in Adwords advertising.
• The average Search Engine Marketing position per time decreased from 4.7 to 2.9. 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.

Precision Putting Greens - Cost vs. Time | Back to Top

The two 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 2 year period to present 5/12/09 is given in the chart above.