25% decrease in cost per pay-per-click conversion, resulting in significant savings to the client
Our client, which had been using pay-per-click for years to drive leads, parted ways with its previous PPC agency. It turned out, that the previous agency owned ALL of their Google and Bing accounts so we had no access to any Google Analytics for a historical perspective. So, starting from scratch, we created new Google® AdWords™ and Bing Ad Center accounts, giving the client full ownership.
Our pay-per-click team utilized a buying strategy that protected branded keywords and tiered non-brand keywords by market, based on conversion data generated by our AdScience® data management platform (DMP).
We believed that with our AdScience® DMP, our keyword bidding could be more focused on conversions than those made by the previous agency. We believed we could be more efficient and potentially reduce the cost, while delivering more conversions than previously achieved.
To test our hypothesis, we optimized campaigns across dozens of markets, selecting relevant keywords customized for individual markets. Each of the 50 markets received their own plan and tiered keyword-bidding strategy based on budget. We made sure each market’s budget first went to protect branded keywords, then layered in non-branded categories relevant to the client, market and market’s media mix.
After just one month of campaign optimizations, we saw a 3.1% increase in lead conversions and a 25% decrease in cost per conversion, month over month. We cut our client a refund check for unspent media dollars, totaling $125,000.