Updated March 6, 2024
Reading Time: 3 minutes
Executive Summary
In a recent PPC campaign, we achieved a 41% increase in conversion rates for a B2B tax-related financial services company! This case study showcases the strength of our data-driven approach. We refined the keywords to target searches more likely to lead to sales. By using advanced ad features and bidding strategies, we not only increased user interest but also significantly boosted our client’s return on investment. Read on to learn more about how we boosted new leads for this client.
PPC Results
Improved Engagement Metrics
We achieved significant improvements in engagement and conversion metrics.
Here’s a snapshot of our winning outcomes:
- 66% increase in user visits from paid traffic, indicating a notable rise in overall engagement.
- 60% rise in new users, showing the campaign was better at attracting new visitors.
- 63% increase in sessions, reflecting a higher volume of website visits.
- Page views increased by 71%, indicating visitors engaged with more content.
- ~5% improvement in the average pages viewed per session, suggesting visitors were modestly more engaged in the content.
- 20% increase in the average session duration, suggesting that readers spent more time with content during a visit.
- 3% decrease in bounce rate, another positive gain showing that more visitors stuck to the site once arriving from a paid ad.
Improved Conversions-Related Metrics
While having a more engaged visitor is great, the point of paid ad campaigns is to drive leads and close new business. Now let’s review conversion-related metrics:
- 63% more goal completions with higher goal values, showing that users completed more desired actions (e.g., form fills) on the site.
- 58% rise in phone calls, showing more users are reaching out directly from ads.
- 100% increase in completed lead forms shows more interest and willingness to take the next step in the sales process.
- 150% jump in “contact us” forms, a significant uptick in users seeking more information.
- 57% lift in organic visits, showing that when searchers were presented with both an ad and an organic result, they clicked the non-paid option.
How We Did It
While every client and what they offer is different, we always use a data-first approach in creating online ad strategies. Here’s just a taste of what we did for this B2B client.
- Keyword Optimization for a Targeted Reach
A big part of our plan was to carefully check and improve search terms. We made sure to leave out searches that didn’t match what the client sells, like DIY tax solutions and competitor names. This method helped us focus the ad money on searches more likely to lead to sales. The upside to this approach is to make the ad dollars work harder on phrases that drive leads.
- User Engagement with Ad Assets
To make the ads more visible and engaging, we used a range of ad features and extensions. For example, we added lead form extensions that allow potential customers to submit their information without leaving their Google Search. This change made the process easier for searchers and increased conversion rates.
- Bidding Strategies for Maximum Impact
There are several ways to manage bidding. We first used an enhanced cost-per-click (CPC) approach to give us the data we need for optimization. Then we switched to an automated maximize conversion strategy — a fancy way of saying, “don’t pay more than xx when bidding on a keyword.” When the account was humming along, we switched to a maximize conversion value. The result? We prioritized high-value conversion to maximize the campaign’s return on investment (ROI).
- Continuous Improvement
Digital marketing doesn’t stand still. You have to keep an eye on what’s doing well (audience engagement, leads) and what can be further refined. We use a process of testing and adjusting, ensuring the ads and keywords match the audience and what’s happening in the market. Then we rinse and repeat. We continue to make improvements — using data, of course — to get results.
Conclusion
This success story shows how using a data-first approach to PPC management is a winning strategy. By staying flexible and focused on what works, we achieved some amazing results for our clients. Schedule a meeting with us to start maximizing your results.
Elevating Web Design with a Data-First Approach