Client
Simply Hosting
Core Platform
Google PPC Advertising
Date
March 2011
Website
https://www.simplyhosting.com
Introduction
We understood that the current situation was unsustainable and our brief was clear, improve the account performance and generate leads at a lower CPA within the budget allocated.
Based on our experience and best practices, we also knew that we had to review Simply Hosting’s main competitors to see what incentives they were offering for related services to their clientele and whether we could better showcase Simply Hosting’s unique selling points and increase engagement in the brand.
Challenges & Goals
Maple Forest had to review the account and pinpoint the bottlenecks and any issues preventing a healthy flow of leads and new business opportunities.
We noted that the main issues within the accounts were the following;
Very little account housekeeping (negative keywords mining)
Old advert copy with few compelling calls-to-action
Wrong keyword match types being used – increasing overall costs
Remarketing audiences not being used correctly
Few conversion goals set up in Google Analytics
In additional to the above points and by implementing additional new campaigns for better brand positioning and Remarketing across Search, Display and YouTube Ads the campaigns were able to gain more traction.
Our Strategy
With diligent account housekeeping and the implementation of our new strategy we saw click thru rate increase, lead numbers grow and lower costs per lead (CPA’s).
Month 1: 16 Leads with a spend of £4,000 / Cost Per Lead £250
Month 2: 20 Leads with a spend of £4,000 / Cost Per Lead £195
Month 3: 26 Leads with a spend of £4,000 / Cost Per Lead £150
Month 4: 36 Leads with a spend of £4,000 / Cost Per Lead £110
As the account grew, more budget was allocated, and Maple Forest was able to maintain a cost per lead of between £70.00 to £90.00 ongoing.
Results:
85% - A Huge Reduction in the CPA (Cost Per Lead)
30% - Increased Lead Numbers Percentage (Month-on-Month)
Keeping on top of optimisation tasks and being innovative is key to healthy account performance. Maple Forest build the admin of our client accounts effortlessly in our workflow, so that performance tweaks are part of our day-to-day operations which our clients benefit from.
- Taking Ownership
- Implementing Correct Tracking
- Build Robust Campaigns
- Review of Analytics Data
- Optimisation & Management
- Increased Lead Enquiry Growth