Akber approached us looking for an agency that could solve the mystery of the account’s high CPL and low number of leads. He was confused because that performance didn’t reflect the offline situation of his business.
Akber explained that the company was well-known in Silicon Valley. Most of their existing leads knew who they were, and most referred Rush to other companies.
How can we be so popular in the real world yet go unnoticed and perform badly online? This question kept Akber wondering. He knew that his company’s services were excellent, but somehow, something just wasn’t clicking with their marketing efforts online…
We soon realized that Akber didn’t know how many leads were coming from ad spent because they didn’t set up conversion tracking, and there was no actual benchmark or performance measurement.
Google Ads Structure
At the time, Rush PCB was spending around $15k/month on Google. The campaigns on the account had only a few ads, a handful of keywords mostly made from short-tail keywords, and some of the negatives that weren’t added daily or even weekly.
Akber was unhappy with the number of phone calls customer support received daily from interested leads, and he wanted the website to be the primary source of lead collection.
Google Analytics & Tracking Setup
In the first month, we set up the conversion tracking. The setup itself was complex, but we were able to pull much information from the submission forms. That gave us insights into order specifications and types of customers, which we continued to analyze and use for optimization later on.
Google Ads Benchmark
We decided to use the client’s existing campaigns to benchmark performance and understand the client’s current CPL & number of leads before we move on with the optimization process.
What was the Result?
Month one ended with 11 quote requests, with an average CPL of around $1300.
When we reported the performance of campaigns to Akber, he was okay with the results as he never actually had specific numbers to connect with ad performance.
But still, his main concern was the high CPL he wanted to decrease as soon as possible.
In the second month, we decided that the best way forward was to restructure the account.
You might be thinking, “Why? Doesn’t that seem risky? Will that destabilize the account?”. You would be entirely correct to ask that question. After all, Akber asked, too.
We encourage our clients to ask tough questions and challenge us because we get to build the best-performing account together with transparency and trust.
We explained to Akber that account restructuring could cause fluctuation and changes in performance. But only if we decided to restructure the whole account radically all at once.
We always start small and expand gradually, and that way, the account’s performance can grow steadily. The change in the structure brings more control and better optimization, which, in return, contributes to higher conversion rates and lower CPL.
Let’s see what exactly we did with the structure, shall we?
Alpha-Beta Keyword Structure
We moved from one campaign with all keywords grouped, with two general ads and very few negative keywords, to the structure known as the Alpha-Beta keyword structure, with the Single Keyword Ad Group approach.
The logic there is to have two sets of campaigns:
1) Research campaigns – consist of shorter keywords on Phrase match; Their goal is to generate search terms, which we later use for Exact match keywords and negative keywords.
2) Converting campaigns – consist of Exact match keywords only. Search terms that convert in Research campaigns and other relevant, long-tail search terms are added into Converting campaigns as new keywords.
Changes in structure allowed us to have exact phrases or sentences we bid on the present in our ad and bidding strategies that bid more aggressively on Exact match keywords that historically brought results.
The budget was distributed better, giving more money and higher bids on Exact match keywords while determining how much money goes to keywords that target broader intent and users in different funnel stages.
How did the restructuring affect 2nd month’s results?
We brought five more leads compared to the first month and decreased CPL by 31%.
Akber was satisfied with the new leads, but the CPL was still not as low as he was expecting to see, and the conversion rate needed a push.
We had to make a bold move, and we started analyzing the website, too.
We noticed that the phone call button was everywhere, which made phone calls a more desirable action. We advised Akber to remove some of the phone call CTAs and add more form CTAs.
After a detailed inspection of the website, we noticed it was not optimal for the cold audience with less knowledge about the manufacturer. There was no single dedicated place with all the necessary information.
Instead, the website offers information on multiple pages and required a lot of time and effort from interested visitors.
What was the solution?
We created landing pages to target customers’ specific needs for different services. This way, the colder audience got to learn more about the service and then navigated to the website to continue with the form submission.
These landing pages positively impacted the conversion rate, decreased the number of calls, and increased the number of form completions on the website because new leads could get all the information faster.
We excluded returning customers from the analysis and focused on orders from first-time customers, thanks to completed form data collected through GA. This data helped immensely with campaign optimization.
We checked all keywords, ad groups, and demographic categories (age, gender, location, devices) weekly, adjusting and pausing underperforming dimensions to improve profitability without losing conversion volume.
Negative keywords & converting search terms were pulled out weekly, analyzed, and added to appropriate campaigns. That allowed us to reach budget allocation where 70% of our spending was going to Exact match keywords, where in the beginning, around 20% of the budget was used by Converting campaigns.
We managed to drop the CPL by 63%.
Akber was happy with a CPL of <$850 per quote request, so we maintained this level of performance in the first year. However, in the final months of our cooperation, the CPL was around $500.
We increased the number of monthly leads from 11 to 100+ leads per month.
In the first half of 2019, we generated around 14 more qualified leads per month (50-60 leads in total, but we counted and optimized only qualified ones).
In the second half of 2019, we generated 35-40 quote requests per month.
When the pandemic started, the account generated +100 leads each month thanks to dedicated landing pages.
Lift in Conversion rate from 43% to 70%
Akber always claimed to have a conversion rate higher than 40% when looking at quote requests that turn into orders.
We confirmed that when we set up conversion tracking, the client did have a 50%+ conversion rate from lead into a client, with that number reaching close to 70% in 2020.
We increased spending from 15k to 40k/month
We increased spending to around $20.000 in the first six months. From July 2019, we were spending between $30.000-$35.000, generating 35-40 quote requests per month.
From January to April 2020, the average CPL was under $500. We were spending around $40.000 per month and bringing 100+ leads.
Paid advertising is a great way to get more qualified leads, but it doesn’t always seem so simple.
When you feel like you came to a dead end, the best thing is to let experts evaluate your account and tell you what’s causing the problems. And if you have the right team on your side, nothing is stopping you from achieving success.
Consider the case of Rush PCB. We’ve been able to find the problem and skyrocket their performance by setting up tracking and ensuring that everything is appropriately measured on GA and optimized on Google Ads.
These efforts, in return, brought excellent results and higher ROI and Conv. rate – all thanks to hard work and a granular approach.
We know how important it is to get the right kind of advertising strategy for a Lead Generation business. Our agency has years’ worth of experience helping businesses like Rush PCB increase their online profits through PPC, Web Analytics, and CRO strategies.
We want to help our clients spend less time worrying about making money off ads while focusing on what matters – running a successful company.
Contact us today for a free consultation, and let us show you how we can help improve your business.
To grow RushPCB, we focused on:
- Keyword-level optimization
- Negative keywords
- Smart bidding strategies development
- Landing page optimization
- Lead generation funnel optimization
- State & City-level optimization
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