Reduced CPL by 100% and improved Google search ad conversion rate by 127%
The client is a dutch-based software firm offering SaaS-based enterprise-level performance management software to global clients. The ask was to restructure their SEM campaign and improve lead volume, conversion rate and lead quality.
100%
Improved CPA
4.6%
conversion rate
72%
lead to MQL ratio
The Challenge
A global enterprise performance management software company wanted to optimize its Google ads campaign due to campaign performance issues. The mandate was to improve conversions by lowering the CPL and improving conversion rates.
The Solution
Campaign restructuring
The first step was to restructure the google campaign and provide more relevance to the keywords by employing the SKAGs tactic. This enabled the campaigns to gain better CTR, ad relevance, quality score and better control. The functional level breakdown was also a key area of focus because of the complexity of the product. Further, ad groups were divided into match types to increase visibility and impression share.
Campaign Optimization
Optimizing landing pages, search terms, ad copies, bidding and budgets enabled us to improve the conversion rate from 2.67% to 3.39% in just three months.
Outcome
Ongoing campaign optimized in 100% improved lead volume, reduced CPL and higher conversion ratio