- Monthly Ad spends reduced by 15%
- 45% increase in conversions year on year
- Reduction in average cost per conversion
The Problem
The client came to me with a requirement for PPC management for a 6-month project.
The client was currently spending more than they wanted to on a monthly basis. I was hired to reduce the monthly Ad spending whilst increasing leads.
The Strategy
The campaigns were set up very well and drove strong leads already. However, after performing a PPC audit. It became apparent that many of the terms generating clicks weren’t generating or assisting in driving leads.
Working with the client, who offers global services. We worked on removing lots of keywords that weren’t working for the brand. For example, we identified keywords that included specific location terms. However, many of these locations weren’t actually serviced by the company. Removing these keywords helped to reduce wasted spending. And bring the monthly spend back to what the client wanted to spend each month.
Keyword research was also performed and new ad groups were set up targeting new keyword terms. These included acronyms and abbreviations of currently targeted terms.
The Results
This resulted in the client reducing monthly ad spending by 15%. While increasing conversions.
Optimising the account has meant there has been a gradual lowering of the cost per conversion. Making the already profitable PPC account more lucrative.
Conclusion
This was an extremely well managed account. The structure was set up brilliantly and the account was performing well.
But even the best run accounts can benefit from a second pair of eyes evaluating the account and finding small ways to squeeze even more returns for the effort.
If you are looking for a PPC Agency to manage your account. Or looking for an audit to find further optimisation recommendations. Feel free to get in touch with Amanda White Digital.