Online Education Company Learns the Power of Efficiency
Corexcel is an online education services company selling online courses and employee profile assessments. The company specializes in providing training and continuing education resources that organizations need to meet their employee and organizational development goals in three major areas: personal and organizational development tools, online and instructor-led courses, and continuing education services. Corexcel’s best-selling DiSC Profile has been used by Fortune 500 companies for over 30 years.
The Problem: What Corexcel Needed to Succeed
Corexcel is a small company – just six full-time employees. The team has been leveraging Google AdWords to drive leads and sales through pay-per-click (PPC) advertising for about seven years. They had tried other PPC software and services, but hadn’t found the right fit for their business yet. A bid management tool helped them with keyword bidding rules, but it didn’t help them find negative keywords and was not particularly robust. They also tried outsourcing to a web marketing agency, but they weren’t happy with the performance or results.
Before Corexcel found WordStream, the company’s AdWords account had been sitting idle for four or five months. They just didn’t have the time to sift through the overwhelming amount of data involved in AdWords.
Due to its small staff and time constraints, Corexcel needed a way to make working in AdWords more efficient. That’s when they heard about WordStream in a search engine marketing newsletter.
The Solution: WordStream’s 20-Minute PPC Work Week
Corexcel was looking for a tool that would save them time and help them decide what to do next – they didn’t want to spend hours sifting through AdWords data every week. Right away, WordStream PPC Advisor met that expectation.
“The name of the software is fitting, because PPC Advisor is like having an employee that mines the data for me,” said Don Bowlby, Vice President of Operations at Corexcel.
PPC Advisor’s “special sauce” is the 20-Minute PPC Work Week, an automated alert engine that performs hours’ worth of account analysis for you in order to make smart recommendations. Clients simply click through their alerts to take fast action, fixing suboptimal areas of their account and tackling new opportunities, so they can save money and improve results at the same time. These alerts enable advertisers to do the work it takes to optimize their PPC accounts in just 20 minutes per week.
The tool provided the efficiency that Bowlby was looking for. “It’s definitely made the process of managing AdWords more efficient,” he said. “For example, it has eliminated the need to do negative keyword research by doing it for us. It’s streamlined our account while saving us a lot of time and money.”
Bowlby loves that PPC Advisor makes it both faster and easier to make changes in his account that improve Corexcel’s bottom line. “Because the 20-Minute PPC Work Week makes it easy to improve the account, I know I can do it quickly and it easily fits in to my workflow,” he said. “AdWords can be really overwhelming with the amount of data involved. I really like that I can spend 20 to 30 minutes on AdWords, check it off my list and know I’ve finished my PPC work for the week.”
The Proof: Results Don’t Lie
After one month of using WordStream PPC Advisor, Corexcel had already noticed a 60% increase in sales. This can be attributed directly to an increase in clicks, thanks to better PPC management. Since their first week using the software, Corexcel has increased click volume by 40% and impression volume from 48,347 to 198,868 – a 311% increase!
“A lot of Corexcel’s customers are buying things directly from our PPC ads. WordStream is helping to bring more customers to the point of purchase,” Bowlby said.
PPC Advisor has also helped the company save thousands of dollars previously spent on irrelevant keywords. With the help of WordStream’s negative keyword tools, Corexcel has deleted irrelevant keywords that cost the company over $15,000 in clicks.
In addition, Corexcel’s average cost per conversion has fallen, thanks to an increase in the number of keywords with high Quality Scores. With a Quality Score of 4, the company’s cost per conversion was about $277. For keywords with a Quality Score to 7, that cost per conversion fell to $111, less than half the cost.
Bowlby is extremely pleased with the results and the service he’s gotten from WordStream PPC Advisor.
“I really like the fact that the product is constantly improving. For the same consistent price, the product is consistently getting better,” he said.
In the end, it’s always about ROI, and Corexcel believes that PPC Advisor is an investment that delivers quantifiable returns. “We are up about 15% for the year,” Bowlby said. “WordStream is definitely helping us grow our business.”
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