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The COSE Pay Per Click Story

The Challenge

“Paid search advertising has proven to be an excellent channel for COSE to reach small business owners. Through Point to Point’s ongoing testing and refinement we’ve grown the campaigns making paid search a leading channel to help small business owners find and connect with COSE.”

Rose DiPietro
Director, Online Marketing

Small business owners are time starved and incredibly hard to reach and connect with. Our client, COSE (The Council of Smaller Enterprises), was managing paid search campaigns in-house as an outreach medium to find and connect with small business owners. Resource constraints and time required to effectively manage the program with a limited staff (no dedicated resource to manage such a large program) became a challenge. In addition, there is fierce competition for search terms for the health care industry. COSE needed help refining and selecting the best search terms to target. Point to Point was called on to provide a solution to the resource constrained approach and help COSE with better reaching small business owners using paid search.


The Solution

Point to Point’s paid search team took over the management of COSE’s pay per click campaigns. We applied an objective analysis of the campaigns leveraging our experience managing paid search advertising as well as a deep understanding of the small business audience. The PtP team audited the COSE campaigns and applied several tests to understand where opportunities existed to grow the campaigns and improve results. Using this test, learn and refine approach, the COSE paid search campaigns have flourished since PtP took over managing them.

The Results

“COSE and Point to Point are always looking for new ways to connect with small business owners. We know the small business owner is busy and making a connection is up to them. Using paid search advertising, COSE is able to make the connection and do it on the customer’s terms.”

Brady Cohen
VP, Interactive and Media

Since the time PtP began managing COSE’s paid search campaigns, the results have demonstrated continuous improvement. Click traffic has grown by 85%, while click through rates increased by 1400% through better targeting of keywords and revised ad copy. Conversions grew by 70% which demonstrates PtP’s ability to impact not only clicks and traffic, but more importantly, to drive true leads. The campaigns are better connecting with small business owners while they are actively looking for COSE’s products, services and solutions.

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We helped COSE reach their goals. We’re ready to do the same for you. Contact Mark Goren at (866) 979-5822 or mgoren@pointtopoint.com.

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