Situation and Goals:
- Optimize performance of Pay Per Click campaign to drive qualified conversions, reduce spend while maintaining lead flow with driving more leads at a lower CPL (under $25).
- Creating and aligning new campaigns and ad groups.
- Optimized budget by increasing and decreasing keyword bids at strategic time periods.
- Used keyword metrics to drive ad group optimization to prune and reduce exposure on lack luster keywords.
- Utilized landing page image testing in an attempt to improve lead volume
- Improved average conversion rate by 60%
- Monthly Averaged CPL reduced from $50 to $20 each.