Key Challenges Faced
A1 Cleaning Services is a new entrant in Singapore’s Cleaning Services segment. It started off with 4 employees with Mr. Bryan Goh (the business owner) wearing multiple hats doing Sales, overseeing service delivery and managing the small team of Cleaners on a day to day basis.
Being a start-up, the main requirement was to quickly acquire some initial customers and maintain a steady flow new orders to keep revenue coming in. It also wanted to establish itself prominently in certain market segments identified since the yield there was higher.
As with most other start-ups, the business had limited resources to spend on sales & marketing in order to address the above requirements.
Approach Taken
The Company chose online marketing over other options such as Flyer Distribution, Telemarketing, etc to reach out to potential customers. It hired WebSell Solutions Pte Ltd, a Singapore based Web Design & Online Marketing agency to build its business website and bring online visibility for its services.
After a SEO-friendly, visitor engaging website was delivered; a paid Search Ad campaign was launched using Google Adwords. Since organic search engine rankings with SEO efforts take time to attain for a new website, the need for immediate results was fulfilled using PPC Ad Campaigns.
WebSell Solutions formulated an Adwords strategy with long tailed keyword terms targeting search queries in the Customer’s niche. It bid for these keywords moderately, but ensured high Quality Score for the Ads thereby stretching the given budget for maximum response. The Ad Scheduling, Keyword match criteria and Ad Copy were tweaked on a weekly basis to maximize Click Through Rates (also known as CTR which is the number of times the Ads are clicked vs the number of times they appear for Search Queries)
Campaign Results
To measure campaign effectiveness and see if it added to the bottom line, let’s study the metrics below. These were taken from one of the initial months of running the campaign.
| Daily Budget (Based on monthly Average) :- | SGD 14 |
| Number of Ad Clicks :- | 564 |
| Number of Leads Generated (From Online Form, direct email & Calls) :- | 54 |
| Number of Sales Closed :- | 12 |
| Profit per Sale (Based on Monthly Average) :- | SGD 165 |
To substantiate further some of the figures, below is the Adwords Performance Report for that month.
Note: Conversions shown in Adwords Report only tracks Leads captured through the online form. Total Number of leads (which is 54) is a sum of Online Form, Direct Emails and Phone Calls received
To calculate the Return On Investment (ROI) obtained for the PPC Marketing spend –
