“You have to spend money to make money” is a frequently used adage that is true, to an extent. We frequently see pay-per-click advertising campaigns that are meeting the client’s goals on the surface but have much room for improvement. What if you could spend less and make more?
A recent personal services client had the goal of reducing ad spend by 40% while maintaining conversion volume and brand visibility. Many agencies may see this as an impossible challenge. However, our strong experience with results-driven PPC management allowed us to achieve this goal in less than three months.
Aggressive negative keyword usage, display network placement optimization, ad copy testing, and ROAS-based bidding strategies all contributed to the results shown below.
Additionally, a review of the campaigns identified areas where brand searches were being matched to non-brand campaigns and vice versa, inflating the CPA and reducing conversion volume. Strategic use of negative keywords corrected this issue, allowing us to see the true cost and volume of both branded and non-branded conversions.
Through strategic conversion to AdWords Enhanced Campaigns we were also able to increase mobile conversion volume while decreasing the mobile CPA by 60% from the all-time high. Enhanced Campaigns are new to AdWords and many agencies are just starting to figure out how to convert their clients’ campaigns without negatively impacting performance. We have successfully converted hundreds of campaigns to the enhanced format, giving us the necessary experience to make conversion a seamless process.
Our client now has budget available to spend on other marketing efforts that will continue to increase their sales volume.
Do you need help meeting your PPC goals? Or, are you meeting your goals but want to exceed them? Contact Adapt Partners to find out how we can help you “spend money wisely to make money.”
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