Reduced CPL and Increased CTR

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.