The client operates in the United States and Canada, developing engineering solutions.
AdWords Сost Per Action Has Been Reduced for Canadian Tech Company
The company’s top management decided to use Google AdWords as a sales generator for its key products and services.
Step 1. Determining Objectives & Key Performance Indicators (KPIs)
The goal of PPC advertising is to receive leads and calls via the website at a reasonable price.
What will be our performance indicators?
Even though the client has already used AdWords for advertising, conversions have not been tracked and no conversion record was available. So what are we left to do when there’s no historical data to make predictions?
Step 2: Drawing Up The Action Plan
Setting up form submissions tracking and transferring them to AdWords as conversions.
Using CallRail to track phone calls and integrating data with AdWords and Google Analytics.
Launching campaigns in AdWords, collecting primary stats for 2 months and planning further actions.
“Why do we have to collect stats for 2 months? Can we make it faster?”
Clients’ products and services are designed for other businesses (B2B sector). Search volume in that field is limited forcing B2B companies to allocate more time to get enough traffic and convert it into leads. Unlike B2B, B2C sector makes it possible to collect the desired amount of traffic and conversions much faster because products and services are sold directly to consumers.
Step 3. Getting The Primary Stats
Form submissions and calls are tracked. Conversions obtained in 2 months have been recorded.
Step 4. Defining Priorities
Step 5. Updating The Strategy
In three months after implementation of the proposed initiatives we have got the following results:
the increase of Conversion Rate
Cost per Lead reduced
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