snap // case study


PPC Managment

Charnstrom commands a niche market through sales and production of custom mailroom furniture. For about a year, they had been running an unsuccessful pay-per-click (PPC) campaign. Snap’s primary role when taking over Charnstrom’s marketing was to improve their PPC campaign’s performance.

The goals for this engagement were to lower the campaign’s cost-per-acquisition, gain higher quality clicks, increase conversions, and to also improve organic search ranking.

Get Revenue


increase in conversion rate
average ad position
reduction in cost-per-acquisition

Problem // Solution

In order to lower Charnstrom’s costs, we needed to improve their target cost-per-action (CPA), gain higher-quality clicks and pull in higher-quantity conversions. We discovered dozens of low-performers that desperately needed to be adjusted or removed. A low PPC bid and poor landing page also contributed to a low conversion rate.

Snap’s solution to Charnstrom’s problem wasn’t easy, but we still pulled through for our client. In order to improve keyword performance, we implemented our keyword variation testing process through our search query report, competitor reviews and analytics reports. We tested new ad copy, including value propositions and in-stock shipping offers, while adding site links that highlighted areas of business.

We knew that Charnstrom already has strong brand name recognition within its market. By bidding on the brand name and creating customized keywords, we increased site traffic, improved standings in organic search results and nabbed a top spot with our PPC ads.

Our product listing ads also garnered high rankings on search engine results pages (SERPs). Because there are competitors bidding on similar terms, we used our creativity to crowd them out and gain prominence on the SERPs.

Overall, Snap delivered a paid search solutions that increased revenue while also lowering their per-click costs.


43.87% increase in click through rate (CTR)
312.12% decrease in cost per click (CPC)
Lifted average position from 4.0 to 1.0
Increased monthly conversions by 68.97%

Reduced CPA by 1,357.20%
Increased pages per visit by 72.47%
Decreased bounce rate by 25.86%
Increased conversion rate by 77.78%

As of November 2013, our average overall search network click-through-rate is more than a 2%, average CPC is $.66 with an average position of 1. Our conversion rate rose to more than 9% with a CPA of $7. We have reduced bounce rate to 41%, while pages per visit are almost 6 and an average visit time of 3 minutes 38 seconds. Most importantly, their conversion rate rose to 4.05%.

From April 2012 to April 2013, Charnstrom’s adwords account had an average overall search network CTR of .93%, an average CPC of $2 and a promising position of 4. We saw an average of 40 conversions a month at a conversion rate of 2.15%, with CPA at $96. Pages per visit were well over 4, and average visit duration was 2 minutes 49 seconds. while bounce rate was 51.73%. Finally, we saw ecommerce conversion rates rise to 0.90%.

Let’s hear from the client:

“Charnstrom started as a direct mail catalog company, and Snap has helped us transition into an internet company. I’m confident that with their knowledge of search words (Google) and web design, Charnstrom will be with Snap for many years.”

- Charnstrom