PPC Case Study
PPC case study: Having attained this particular client in 2020, we have been working to deliver improved paid search results, specifically on Google without using any Dynamic or Remarketing Ads campaigns, to adhere to strict GDPR rules and also to ensure no competitive search terms were used unknowingly, which Google sometimes does on Dynamic campaigns.
Year on Year and Month on Month improvements in conversions (sales leads) and the quality of those sales leads was key. All leads would then be followed up by a call center, to convert to actual sales.
They set us the following challenge:
- Increase sales leads through PPC
- Aim to surpass previous years growth and sales leads for a similar cost
- Improve the quality of the sales lead
- Continue to improve Month on Month, Year on Year and report on these improvements
We did this by:
- We reviewed their existing ads and made changes that made an initial impact
- We created campaigns based on products and services
- We created new ad groups that were relevant to specific pages relating to those products and services
- We ensured each location globally was served in a different time zone
- We ensured that devices were considered, as not all businesses are mobile first, and this one isn’t
The Campaign:
PPC is an ongoing challenge that we embraced for this particular B2B company.
We worked hard on not just looking at the PPC structure and improving it, but also suggesting improvements to the UX (User experience) on the website, thus making every extra click we generated count for more.
Challenge Achieved:
Within the first quarter of 2023, as compared with the first quarter of 2022, we had increased the number of visitors to the site by 10.26% whilst spending nearly 2% less, and increased the conversion rate by 13.17%.
With access to their CRM (Client Relationship Manager), we could also determine that the average sales lead potential value had increased and that their internal conversion rate from a lead to a sale had also improved, which can only be the case if the lead quality was also improved.
The client continues to be delighted with the work we have delivered so far.</p.
