Let's define the challenge

In our first meeting the client said:

Tom: Why are you looking for an e-marketing company ?

Martin: "I sell over the internet and sales are poor and could be much better as I see that there is a lot of demand. I’m just not getting it. I am using Google right now and paying quite a bit of money each week. Too much in fact."

Tom: Do you think there is a market for this software ?

Martin: Yes, the market is big and worldwide we target the US, France, Latin America, Germany, UK, Austria, Spain, Portugal, Brazil. The software translates English, Spanish, French, German, Portuguese, & Russian.

Tom: What do you want to achieve ?

Martin: Better search position; I don’t come anywhere near the top 10 for automatic translation and not even for @promt software. Better trial rate of our try & buy product. Better sales.

Tom: How good or bad are your Adwords going now ?

Martin: From Nov 1 to Nov 30,

I paid $268.61 in Google adwords
4'359 clicks or visits to my translation software website.

309 for a Spanish-English translation page (mainly US I believe) $21.00
1'229 for French translation key word $111.61
2'821 for Free Translation $136.00

Half of the paid Adwords is going to ‘free translation’. This seems to be a tactic of the other competitors in the category – to get people to try become aware of the brand via the free trial. I don’t know if this is of any value.

Downloads 407
English 114
French 267
German 10
Spanish 16

Downloads to clicks ratio: 9.3%

Sales
- Units 9 purchased
- Value $1257.00

Sales to downloads ratio: 2.2%

Tom: ok, TouchMind team will go to Google Adwords, your web site and see what we can do this week.