Background
- Adwords account always been a huge source of leads across each of its services.
- Costs and CPA increasing each year.
Objectives
- Control Spend
- Lower CPA
- Increase the volume of leads to coincide with a larger work force
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Strategy
- After an in-depth audit was carried out, we discovered that mobile campaigns out performing the desktop campaigns 2:1, and that there was room to improve and scope out these campaigns.
- Further segregate keyword match types and devices
- Increase conversions through widening location targeting for top performing campaigns
- Manage spend during ‘peak’ periods
- Continuously A/B test adcopy and granularise campaigns for more effective ads
- Other ‘tricks of the trade’ were also used to improve lead quantity and reduce CPA.
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Results
Conversions Year on Year are up 44% & CPA down 21%