Allegro Medical Increases Pay-Per-Click ROI More Than 100% with ClearSaleing

Allegro Medical Supplies Inc. is the leading provider of life-enhancing products. Through innovation and a strong focus on customer service, Allegro Medical provides its customers with the distinct advantage of unparalleled product selection, competitive prices and the convenience of speedy home delivery. Allegro’s strong Web presence is bolstered by its high quality e-commerce site.

Before ClearSaleing: How to Determine the Effectiveness of Online Advertising?

Allegro team members knew Internet advertising was an important strategic component to the growth of their business, but did not have technology that could accurately determine the true effectiveness of their advertising investment. More specifically, they did not know which online sources, campaigns and ads were leading to sales and which ones were not. In addition, they wanted to do a more effective job of managing all of their online campaigns, but needed assistance in making it happen.

Allegro set out in search of a partner with both the technology and the experience to help them improve the performance of their Internet marketing programs–and that search led them right to ClearSaleing. After a few weeks of researching competing products, Allegro Medical signed on as a ClearSaleing customer in June 2008.

“We realized we had been flying blind in terms of our ability to justify our ad spend for each of our online advertising sources,” said Greg Clark, Allegro Medical’s Vice President of Operations, “We wanted to grow our online presence, and we knew we needed a technology that could provide us much greater visibility into our advertising performance.”

With ClearSaleing: Allegro Optimizes Ad Investment

With ClearSaleing’s tracking in place, Allegro was finally able to see the actual profit and ROI generated from its various sources, campaigns, ads and individual keywords. With that information as a baseline, ClearSaleing’s platform showed the Allegro team which sources and campaigns were generating a positive return and which were not. Based on this information, Allegro Medical was able to effectively reallocate its ad investment to improve the performance of its overall ad spend.

ClearSaleing’s search engine marketing team used a structured and disciplined approach to begin a steady improvement of Allegro’s online advertising performance. First, the ClearSaleing team identified and then eliminated ads and campaigns that were generating substantial losses as easily identified through the ClearSaleing Executive Dashboard. Next, the team identified and focused on winning areas and top performing categories, manufacturers, and products, and increased the investment for each. The ClearSaleing team was then able to perform a major rebuild of Allegro’s paid search campaigns aimed at making investments in the proper areas and simplifying the structure of the overall campaign for optimal management and reporting.

ClearSaleing Results: Allegro Medical Goes from the Red to 100%+ ROI

Upon implementing ClearSaleing’s technology, the Allegro team was able to see that their PPC ads had much room for improvement. In fact, both the company’s Google AdWords and Yahoo! Search Marketing programs were returning a negative ROI. Thankfully, with ClearSaleing’s technology in place, the situation quickly changed.
The results that came through after the first few months with ClearSaleing were simply astonishing.

In just 6 months, Allegro Medical’s overall online advertising performance had completely turned around, netting a 105% ROI on Google and an 85% ROI on Yahoo. During that same 6-month time span, Allegro Medical’s performance on Google saw a 12% increase in order volume, a 2% increase in conversions and a 62% decrease in average cost per acquisition. The company also realized great strides on Yahoo, where their conversion rate more than doubled, and their cost per acquisition simultaneously decreased by 68%.

“The results that came through after the first few months with ClearSaleing were simply astonishing,” Clark said. “The turnaround that we’ve seen is the direct result of the actionable data ClearSaleing provides. There’s no other product available that can produce such dramatic outcomes in such a short amount of time. ClearSaleing has provided us with the confidence to expand our online advertising budget and ad sources. We’ll continue to count on ClearSaleing to help us make smart investment decisions when it comes to our online marketing initiatives.”

This entry was posted on Monday, August 17th, 2009 at 2:35 pm and is filed under Case Studies. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.