One of our clients had some experience in lead generation campaigns, but there were two major issues obstructing their path to success.
One of our clients had some experience in lead generation campaigns, but there were two major issues obstructing their path to success.
Our job was to better understand our client’s mode of operation and to alter the sales funnel in order to increase the average lead quality and to reduce the price for each conversion.
What we should keep in mind is that most keywords that software development companies cover in Google Ads campaigns are really expensive. They may not be as expensive as keywords related to law, insurance or medical fields, but covering dozens of keywords related to software development can be pricey.
After looking at some generic keywords above, we can come to the conclusion that each click would cost us $10 on average. Our client was with high CPC as long as it attracted potential customers – except it didn’t. Most of the submitted contact forms didn’t bring any money and this alarming trend had to be reversed.
First, we needed to audit existing campaigns and analyze their performance to find out what worked and what had to be improved. What we found out gave us a better perspective on the situation: most keywords that the campaigns were based on were expensive short-tail low purchase intent phrases. This strategy could have worked in a consideration phase (and under very specific circumstances), but not if we wanted to increase sales. Once we had ascertained that, we were able to plan all the necessary countermeasures:
Our strategy was a bit more complex and included several stages, so our client was slightly concerned about the potential costs of employing this method but most expenses at that time, however, were related to highly competitive short-tail keywords. Implementing a change to long-tail keywords would have decreased average CPC by several dollars if we had also taken care about optimizing ads and Landing Page to improve the Quality Score.
Search campaigns were just a start in our funnel. Of course, there were also RLSA campaigns; they were not aimed, however, at driving large traffic, but at reminding potential customers of the brand. The real magic happened in remarketing campaigns in Google Display Network, as we successfully guided potential leads through a journey that allowed them to learn more about why the company in question was exactly what they had been looking for.
After just one month, we not only to increased the volume of conversions by 166 free estimations, contact form submissions or mailing lists signups, but also improved Conversion Rate. And the cost? We did all that without spending even one dime more than in the previous month.
Below we share several tips to help you make your campaigns equally successful:
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