Case Study

B2B technology company improves returns– AdWords optimization A growing B2B tech company with 4 products improves AdWords returns by optimizing their campaign and tracking the result in CRM

Founded in 2010, the company offers cloud-based telephony products. The digital marketing team was able to generate about 50 leads/day and their main online channels were both organic and paid search

Results At A Glance

CTR and conversion

Kept at 5 % for CTR and 8% for conversion rate

CAC

The CAC is now contained within $95

Leads to Sale

Number of leads, that convert to sales has doubled

Support

24/7 coverage

  • BACKGROUND

    Founded in 2010, the company offers cloud-based telephony products. The digital marketing team was able to generate about 50 leads/day and their main online channels were both organic and paid search campaigns (SEM) i.e. AdWords and Referrals.

    The company has a sales team of 20 people which included 10 members for sales activities that handled lead generation from within the organization. These 10 members were primarily relying on AdWords for lead generation flow.

  • CHALLANGES
    • Low leads to sales ratio – The AdWords campaign was able to generate a good number of leads with a decent conversion rate of nearly 7% but the quality of leads was not up to the mark and the total lead to sales conversion rate was merely 3%. The total non-workable leads were amounting up to 40%. The challenge was to reduce the non- workable leads percentage and improve the leads to sales ratio.
    • CAC (Customer acquisition Cost) – Among all the channels AdWords had the highest CAC, it was almost $120. Due to high CAC, the management was contemplating to reduce the AdWords monthly budget, but that could adversely affect the sales and growth projections.
  • SOLUTIONS

    We offered AdWords service- Our marketing team took one week to understand the client’s business and how they were running their AdWords campaign. After the study, the following Key suggestion were put forth

    • Change in “keyword matched” type – Since keywords can be matched either broadly, partially or exactly, it was noted that some keywords were only broadly matched, which has quite a good CTR but it was proving to be too costly. Hence the “keyword matched” type was reset to either phrase or exact match.
    • Proper scheduling – The ads were initially run round the clock. After our recommendations these were restricted to run only when the conversion rate is decent i.e. during the working hours – 9am to 10 pm.
    • Tracking of Quality Score and new Ad groups creation – New Ad groups were created to improve the Quality Score of all keywords
    • Keywords tracking – Started tracking the keywords in CRM, which started giving a clearer picture of the performing and non performing keywords
    • Negative Keywords – Added negative keyword to restrict redundant keyword Our team also suggested a daily sanity check and a few thresholds to keep the performance on track
    • All the key parameters – the CTR, main keywords, Conversion rate, Quality Score are now checked daily to ensure all the campaigns are running optimally
    • Quality score – the Quality score threshold is now changed to 7/10 – if it goes below the set value, the landing page or ad group needs to be either changed or revised.
    • CTR and conversion rates– Kept at 5 % for CTR and 8% for conversion rate – if the value goes beyond the set value, action needs to be taken.
    • CPC – values for CPC were also set to control the cost per conversion and CAC
  • RESULTS

    After reviewing all the parameters and proper sanity checks, we were able to find non performing keywords i.e. keywords that didn’t initiate sales with in a month’s time. We reduced the budget of non performing keywords and also stopped few high CPC keywords.

    • The average conversion rate improved from 7% to 12%
    • The number of leads that now convert to sales has doubled
    • The CAC is now contained within $95

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