Results
Client Overview
This Colorado-based software development company had a history of running pay-per-click campaigns but without great success. We needed to enable accurate ROI tracking from Google Adwords spend. As the contract with their previous pay-per-click (PPC) marketing agency ended, we took over the account and found several ways to drastically improve.
The Massive Results In Just Six Months, we were able to see huge increases across the board
The Challenge
This case study focuses on a project aimed at increasing both the volume and quality of leads through strategic improvements in digital marketing. The core challenges identified included poor website conversion rates, a lack of micro-conversion opportunities, inadequate tracking of conversions across platforms, and insufficient PPC (pay-per-click) optimization.
Key Obstacles
The campaign faced two significant challenges:
Poor Website Conversions: Initially, traffic was directed to a generic “Contact Us” page, which was underperforming in converting visits to leads. The solution involved creating tailored landing pages that matched the ad messaging with specific, benefit-focused calls to action. This change significantly improved conversion rates.
Lack of Micro-Conversions: The original strategy did not cater to visitors who were not ready to commit immediately. To address this, the strategy shifted to offering valuable content (like ebooks or webinars) in exchange for contact details. This approach helped in nurturing potential clients through the sales funnel, even if they were not ready to make a purchase immediately.
Ineffective Conversion Tracking: The inability to link ad views to actual leads hindered effective campaign management. A new system using UTM codes and proprietary tagging was implemented to accurately track the customer journey across multiple platforms, including Google Ads, Analytics, and CRM systems like Hubspot and Salesforce.
Lack of PPC Optimization: Before optimizing the PPC campaigns, the focus was on restructuring the overall marketing funnel. Once the foundational issues were addressed, the PPC strategy was enhanced by adding negative keywords, refining target demographics, testing new keywords, and continuously optimizing ad copy and landing pages.
Results
These strategic changes led to a substantial improvement in performance metrics over a six-month period, with a 39% increase in click-through rates and a 78% rise in conversions, demonstrating the effectiveness of a holistic approach to digital marketing that goes beyond simple ad management. The success of the project underscores the importance of aligning marketing strategies closely with the customer journey and continuously refining tactics based on detailed analytics.
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