Situation and Goals:
Our client wanted to increase the performance of their PPC campaigns by driving more leads at a lower cost per lead.
Optimization Technique:
- Focusing campaign keywords on more relevant business and enterprise terms
- Increased impression share on high quality keywords
- New ad messaging to be more reflective of benefits
- Utilized display remarketing to re-engage with past website users
- Ensured conversion tracking was setup on all form submissions
Results:
- Increased lead volume 377% over 4 months
- Decreased cost per conversion by 91%
