Reduced CPL by 100% and improved Google search ad conversion rate by 127%

The client is a dutch based software firm which offers 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%

72%

lead to MQL ratio

The Challenge

The client, a global enterprise performance management software company wanted to optimize their google ads campaign due to campaign performance issues. The mandate was to improve the conversions by lowering the CPL and improve conversion rates.

The Solution

Campaign restructuring

The first step was to restructure the google campaign and provide more relevance to the keywords, by employing SKAGs tactic. This enabled the campaigns to gain better CTR, ad relevance, quality score and better control.
Product functional level breakdown was also a key area of focus because of complexity of the product. Ad groups were further broken down into match types to cater to gain more impression share and visibility.

Campaign Optimization

Optimizing landing pages, search terms, ad copies, bidding and budgets enabled us to improve the conversion rate 2.67% to 3.39% in just 3 months.

Outcome

Ongoing campaign optimized in 100% improved lead volume, reduced CPL and higher conversion ratio

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