Lead Generation for SaaS Company: How We Fine-Tuned PPC Channels

The Client

The company operates in the United States and develops the SaaS product for accounting.

The Idea

We were hired to:

reduce cost per lead (form submissions) in Google Ads
increase the number of leads in Google Ads
experiment with different PPC channels to generate more leads

The Solution

Step 1. A Comprehensive Audit

Google Ads campaigns were set up correctly, but through the detailed analysis we found out a bunch of gaps, which together greatly affected account performance.

For example, we discovered that Google Analytics code was missing on a few landing pages, so the client couldn’t track their performance.

Also, Display ads were running in mobile apps which delivered traffic of a very poor quality.

Step 2. Drawing Up the Action Plan

Our intermediate goal was to find patterns in Google Ads historical data. Patterns are the core of the strategy. When found, they are transformed into the hypothesis to be tested. If the hypothesis is proved, we scale it. If not – we either modify it or analytics cycle starts over again.

For example, we found out that in most cases users visit the website 3 times before they convert.

Step 3. Implementation of the Plan

1. Optimization

Campaigns in Google Ads were messy as there were dozens of keywords in each ad group. We restructured the whole Google Adsaccount, splitting up ad groups into smaller ones and rewriting ad copies to improve their Quality Score.

2. Basic tracking setup

We tested and configured conversion tracking correctly.

3. Advanced tracking setup

We created the CrazyEgg account to track users’ behaviour on website pages. This allowed us to recognise page elements visitors interacted with the most and use this information for conversion rate optimization.

4. Bing ads

We launched advertising campaigns in Bing. That was a good move, because cost-per-click in AdWords was very expensive while in Bing the client could get conversions at much cheaper cost. Since the client operates in a very specific tech niche, every new source of lead generation is very valuable.

Due to its lower CPC bids and less intense competition level, Bing became an alternative way to bring leads for the client and also allowed our team to experiment with keywords more actively.

5. Remarketing

We launched remarketing campaigns for different segments of visitors.

6. Display campaigns

We singled out YouTube into a separate Display campaign. All Display campaigns were showing poor results, but YouTube was standing out from other placements bringing conversions at a very reasonable price.

The Outcome

In several months after our ideas were implemented and fine-tuned, we were able to achieve the following results:

Cost per conversion decreased 4 times in Google Ads.
The total number of conversions increased 3.5 times with the help of Bing.

Testimonials

We have been working with Kraftblick for Paid Search and SEO for over one year now and are very happy with the results.
Starting with some ambitious goals we set, the Kraftblick team put together a plan to get there. We were able to meet our objective for CPL in paid search and have increased traffic to our site for competitive keywords.
The team was also presenting new ideas to execute on that we had not considered.
If you are looking for an agency to manage paid search and SEO, I would recommend you take a look at Kraftblick.
Christina Pappas Director of Marketing, MineralTree (Accounts Payable Automation), Boston, US

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