Pay Per Click Advertising Case Study

Sharp Darts is here to make sure that not a penny of your marketing budget is wasted: here’s a case study to show you how:


The client

Established in 2006, Medical Supply UK are one of the leading online suppliers of alternative pain relief products, well-being equipment and personal beauty products.

The brief

Medical Supply UK were already running a Pay Per Click Marketing campaign with the Google Adwords network. They approached Sharp Darts first to audit, and then to take over the campaign, as they were spending a lot of resources but without the success they had hoped for.

Our solution

We began by carrying out a full audit on the existing Google Adwords pay per click marketing campaign. The audit revealed a number of issues that could easily be resolved to produce an improved return on the marketing investment.

We found that the structure of the campaign was poor, the Adwords tracking code had not been implemented, and cost per click prices were far too high. We also suggested and then implemented the running of the same campaign on the Yahoo Search Marketing and Microsoft Adcenter networks to gain increased exposure and better value from the click costs. There were also a number of other minor problems with the campaign which were rectified.

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Elements of a successful Pay Per Click strategy:


  • Improved campaign structure
  • Reduced cost per click prices
  • Added multiple adverts per ad group
  • Added more targeted keywords
  • Reduced use of expensive generic keywords
  • Added negative keywords to campaign & ad groups
  • Ran Campaign on Yahoo Search Marketing Network
  • Ran Campaign on Microsoft Adcenter

The results

Medical Supply UK saw an upturn in impressions and click throughs of their pay per click adverts, as well as reduction in the overall campaign click costs and a massively improved conversion rate. The site now sees more traffic and runs at a much lower cost, meaning increased profits and long term viability.

  • Impressions increased by: 84%
  • Click through rate increased by: 112%
  • Click cost reduced By: 96%
  • Monthly budget PPC spend reduced by: 35%
  • Sales increased by: 242%
  • Cost per sale decreased by: 130%

If you’d like to talk to us about our pay per click services or you have any other website design, web development or online marketing query then please feel free get in touch with our expert team.

Check out our other online marketing discipline case studies below:

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