Reduced CPL and Increased CTR
See how we've assisted Visualization Studio Company in generating leads and generating a positive return on investment (ROI) for their clients. Using PPC marketing tactics reduces CPL and increases CTR. For this client, our goals were to increase revenue.
ABOUT C3X
C3X is Australia's top visualization studio and technology company, proudly serving clients throughout every industry. Proudly cover 360° of your visual needs, delivering immersive end-to-end services that bring out the best in what your organization has to offer. C3X offers a variety of services, including:
- 3D Visualization
- Time-lapse
- Aerial Video and Photography
- Satellite
- Animation and Motion Graphics
- 360 Virtual Tours
- Augmented and Virtual Reality
- Stakeholder Interviews
- Photography
- Live Streaming
Straight Growth assisted C3X in achieving a high ROI from their paid campaign, which is shown in the engaging content and landing pages we created for them.
Solutions
Our initial step was to research their target audiences, keywords, and PPC budget. To convert page visitors into qualified leads, we created various landing pages that would capture the attention of their target demographic. We were able to reduce the number of impressions lost due to low-quality scores. The Quality Score was subjected to a thorough analysis. We made every effort to increase ad click-through rates.
Due to the client's budget constraints, we needed to raise total impression share while also ensuring that the most relevant traffic was directed to the most appropriate landing pages to increase engagement and conversions.
LANDING PAGE CREATION
Straight Growth has created new conversion-optimized landing pages, where we tracked landing performance and ensured that the content matched the ad wording.
We implemented,
- A clear and captivating call to action.
- A strategically placed conversion form with limited fields.
- UTM parameters with hidden form fields
IMPLEMENT ACCOUNT STRUCTURE
We began by conducting extensive research utilizing Google Keywords and SEMrush to determine the most appropriate keywords for their campaign. We discovered niche keywords for industries such as construction, building, infrastructure, and architecture. Geographic keywords included South Melbourne, Victoria, Perth, and Sydney, among others.
We began the campaign by creating search ad groups, and then we proceeded to rebuild the account, putting everything back together in an extremely tight structure that helped to enhance quality scores and increase relevancy across search term, keyword, ad, and landing page
CONTINUOUS OPTIMIZATION AND TESTING
We have always conducted A/B tests to ensure that our campaigns are performing to their best ability.
When we took over the ORIGIN account, they had a decent amount of website traffic, but the traffic was not getting converted into leads.
1. Negative Keywords
We noticed it was getting a lot of unrelated traffic from people searching for services that C3X does not provide, so we added these to our list of negative keywords.
2. New Keywords
We also discovered that many relevant terms were being searched for, so we added these keywords to new ad groups.
3. Bid Optimization
We decided on a manual CPC bid strategy because it provided us with the most control. Furthermore, we also actively evaluated and periodically optimized our bids in order to reach and keep the top three positions.
4. Lead Quality
The client's main goal was to get a sales-qualified lead (SQL) therefore we regularly changed our ad copy and paused certain keywords in order to deter unwanted leads.
OPTIMUM UTILIZATION OF HUBSPOT
- Conversations: Live chat and automated chatbot set up on the website for quick conversion and connection with prospects.
- Reports: In-depth tracking of all marketing and sales metrics using HubSpot dashboards and reports.
- Workflows: End to End sales and marketing process automation for lead assignment, qualification and nurturing
- Landing Pages: Used HubSpot landing pages to direct traffic from various channels and using all available functionalities for marketing automation and optimization.
- CTAs: Created and placed HubSpot hosted CTA on all C3X pages for reporting and lead qualification purposes.
The Result
Overall Performance
Straight Growth assisted C3X in increasing the effectiveness of their PPC ads, positioning their brand, and converting qualified traffic into sales leads. After 3 months of campaign optimization, here are the results.
- The total number of qualified leads (including branded) increased by 12%
- The total number of qualified leads (excluding branded) increased by 20%
- The average cost per lead (including branded) decreased by 2%
- The average cost per lead (excluding branded) decreased by 6%
Landing Page Submissions
The metrics above shows the rise in conversions to these landing pages over time, as well as new contacts from these landing pages.
Sales Performance
The metrics above highlights an increased number of deals won, from October 2021 to March 2022.
CONCLUSION
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