Do you ever dream about growing your conversion price? How about growing it by 290% and boosting your lead technology by 9x?
Properly, that’s precisely what we did for our consumer, Revecent, an organization specializing in gross sales consulting and recruiting. The outcomes have been so dramatic, they requested us to scale up the marketing campaign lower than a month after preliminary launch!
Immediately, I’m going to point out you precisely how we did it, and how one can obtain the identical outcomes by following key PPC and touchdown web page finest practices.
Prepared to start out making extra money than you ever thought attainable out of your B2B PPC campaigns? Let’s dig in!
Figuring out the problems
Most B2B PPC campaigns have poor conversion charges and ROI. This normally occurs as a result of the marketing campaign will not be arrange utilizing finest practices, will not be managed utilizing a disciplined course of and doesn’t use optimized touchdown pages. Actually, 52% of B2B PPC ads nonetheless level to dwelling pages.
Certainly, after we first checked out our consumer’s previous Google AdWords marketing campaign for recruiting companies, we noticed every one among these points at play.
Revecent’s total conversion price of two.83%, whereas above average for a B2B marketing campaign, was nothing to write down dwelling about. And the excessive value per conversion didn’t produce many high quality leads, thus stopping the consumer from scaling up the marketing campaign.
Whereas there have been many points, we centered on 4 key areas for our plan of assault:
- Poor account construction
- No focused touchdown web page
- Wasted advert spend
- Insufficient key phrase administration
Let’s dig into every with extra element…
1. Poor account construction
One of many greatest points within the marketing campaign was that that they had solely three advert teams with 40 to 50 key phrases every. This resulted in poor quality scores and poor message match between advertisements and key phrases. Right here is an instance of 1 such advert and the number of completely different key phrases that set off it:
Your advertisements (and touchdown pages) can by no means be related for thus many various key phrases. Ideally, you must attempt for a 1:1 advert group to key phrase ratio for key phrases anticipated to drive not less than 80% of the site visitors to your marketing campaign.
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2. No focused touchdown pages
Reasonably than develop particular touchdown pages for the marketing campaign, the consumer selected to make use of one among their service pages as a touchdown web page. As you possibly can see under, it had a variety of points together with conflicting calls to motion, a number of navigation hyperlinks and a few fairly blasé content material and design:
3. Wasted advert spend
Even contemplating their modest price range, the marketing campaign was very inefficient — solely 10% of the key phrases had conversions, and 90% of the conversions got here from 30% of their complete advert spend.
4. Insufficient key phrase administration
Revecent’s current marketing campaign used principally normal and high-level key phrases, slightly than area of interest and long-tail key phrases.
Key phrases with particular job titles, industries and geographic places have been notably absent from the marketing campaign. Due to this, Revecent’s advertisements have been generic and never custom-made to the person’s search queries, which resulted in poor efficiency.
Moreover, whereas Revecent did add just a few adverse key phrases after they first launched their marketing campaign, they didn’t monitor their search phrases frequently so as to add new adverse key phrases. Ideally, this needs to be carried out on a weekly or bi-weekly foundation to enhance the standard of site visitors.
Implementing the answer
We got here up with a three-step plan to optimize the PPC marketing campaign: (1) Use finest practices to construction the account, (2) create conversion-optimized touchdown pages and (3) use a disciplined course of to handle the marketing campaign and notice ongoing enhancements.
1. Use PPC finest practices to arrange the marketing campaign
First, we hung out understanding the consumer’s enterprise intimately — going via their companies, industries they serve, best clients and rivals.
For context, the consumer supplies gross sales recruitment companies to small and medium sized B2B firms situated in main metropolitan areas throughout the US. The industries they cater to incorporate software program, know-how, actual property and B2B companies. Primarily based on this info, we performed in depth analysis to establish some high quality key phrases for his or her marketing campaign.
Utilizing the Google Adwords Key phrase Planner, we recognized one of the best key phrase alternatives together with area of interest key phrases round particular industries like software program, SaaS and know-how, in addition to key phrases containing metro areas like Chicago, NYC and San Francisco.
We poured via the Search Phrases Report from the consumer’s previous campaigns and extracted some glorious key phrases in addition to a bunch of adverse key phrases. We additionally used the SpyFu tool to take a look at which key phrases rivals have been utilizing, after which extracted a few of these as properly.
Subsequent, we arrange an account construction that will give us a stable platform for the marketing campaign. We created a construction the place key phrases accounting for round 90% of the anticipated site visitors to the marketing campaign have been positioned in single-keyword ad groups. This resulted in about 80 advert teams.
Our strategy would give us probably the most management over the marketing campaign, guaranteeing exact message match between key phrases and advertisements, top quality scores and click-through charges, whereas maintaining key phrase value per click on at an affordable stage — even for the highest three advert slots.
Under are three examples of the advert teams we created.
Advert Group Gross sales Recruiters Dallas:
Advert Group Software program Gross sales Recruiters:
Advert Group Gross sales Recruiting Companies:
We rewrote all of the advert copy to correctly convey the consumer’s important advantages with traces similar to “Construct an All Star B2B Gross sales Staff” and “Focused & Vetted Candidates Solely.” We additionally added sitelinks, callouts and name advert extensions.
Lastly, we added a variety of adverse key phrases in every advert group to ensure that any key phrase searched on Google would solely match one advert group. For instance, in our “Gross sales Recruiters” advert group, we added “Dallas”, “Software program”, “Companies” and a bunch of different phrases, as adverse key phrases.
2. Create conversion-optimized touchdown pages
We created a brand new touchdown web page in Unbounce beginning with the 5-Elements template. We custom-made the template primarily based on the consumer’s model, added authentic copy after which made tweaks based on finest practices for touchdown web page design.
A number of the finest practices we employed on the touchdown web page have been as follows:
- Tagline under emblem emphasizing deal with Gross sales Recruiting
- Cellphone quantity built-in with Google call tracking so we may observe cellphone calls being constructed from this web page
- Actual buyer testimonial
- Distinguished above-the-fold type
- Clear name to motion and animated arrow to attract attention
- Buyer logos to construct belief
- UTM parameter monitoring utilizing hidden type fields to seize the marketing campaign, key phrase, machine and key phrase match sort
We additionally created a headline and subheading that successfully described what the consumer does and what the principle advantages of the service are.
As an alternative of making a number of pages with content material custom-made to related advert teams, we opted to make use of Dynamic Text Replacement to alter the content material of some key areas of the touchdown web page. Utilizing this strategy, we have been capable of change all the headline primarily based on which advert the person clicked on. We additionally used Dynamic Textual content parameters for a portion of the subheading and part headings.
For instance, under is the advert copy for “Software program Gross sales Recruiters”. The bolded, italicized portion represents the dynamic portion of the advert.
- Headline: Rent High Notch Software program Gross sales Professionals Immediately
- Subheading: We recruit the finest software program gross sales professionals in your trade. Candidates are assessed primarily based on 21 gross sales particular abilities frequent amongst prime 20% performers to make sure success.
- Part heading: Outsource Your Gross sales Hiring to Knowledgeable Software program Gross sales Recruiters
As soon as we had our account setup the way in which we needed and the principle touchdown web page able to go, we launched the marketing campaign.
3. Do ongoing optimization and A/B testing
Even for those who use finest practices to arrange a marketing campaign, issues might not all the time go as deliberate. Actual-world efficiency can throw just a few curve balls.
In our case, whereas we did discover that our marketing campaign was performing rather a lot higher than the previous marketing campaign, there have been just a few issues that wanted to be adjusted.
Detrimental key phrases
One of many first issues we discovered was that the marketing campaign was getting lot of irrelevant site visitors. We recognized a number of search phrases for industries the consumer didn’t serve; for instance, medical and pharmaceutical.
We additionally discovered search phrases that referenced companies the consumer didn’t present, similar to IT recruiting. There have been a variety of informational search queries as properly which weren’t ideally suited to our marketing campaign. So, we went into the Search Phrases Report in AdWords and added these as adverse key phrases. You may see examples of a few of these under:
New key phrases
Alternatively, we discovered dozens of latest key phrases that individuals have been looking for that we hadn’t used within the marketing campaign. We added these key phrases into new advert teams within the marketing campaign to maximise their effectiveness:
A/B testing
We began out with two advertisements within the advert teams receiving probably the most site visitors and continued to A/B test till we discovered a winner. Then, we created a brand new variant and examined that towards this winner and continued this course of to enhance click-through charges.
We additionally created a variant of the touchdown web page utilizing the Forward template in Unbounce. With this touchdown web page, we tried a unique CTA and a unique headline that included a quantity (as these are likely to perform better).
Bid optimization
We employed a guide CPC-based bid technique all through, as a result of that gave us probably the most management over the bidding course of. We additionally monitored and optimized bids often to keep up a prime three common place with most advertisements.
Lead high quality
Our consumer needed to ensure that we minimized leads from job candidates. In addition they weren’t fascinated about getting leads from firms on the lookout for part-time assist or commission-only gross sales reps.
Most leads specified what they have been on the lookout for within the description field on the shape. We used this along with the search time period utilized by the result in establish key phrases that have been liable for such leads. Primarily based on this, we’d both pause these key phrases or modify the advert copy.
The Outcomes (and the payoff)
As you possibly can see within the desk under, our new marketing campaign carried out exceptionally properly in comparison with the previous marketing campaign. We have been capable of notice instant efficiency positive aspects and, due to the low value per lead, the consumer requested us to scale up the marketing campaign rapidly.
In all, the brand new marketing campaign was capable of:
- Scale back value per conversion by 78% — from $183.13 within the previous marketing campaign right down to an impressive $39.85
- Enhance conversion price by 290% — from 2.83% to 11.04%, which is excellent for a bottom-of-the-funnel B2B provide
- Enhance conversions from 33 to 308 in the identical time-frame
- Enhance the lead-to-opportunity conversion price from 10% to 25%
We achieved our outcomes by following finest practices for marketing campaign setup and touchdown web page design and by using a disciplined course of for ongoing optimization after the preliminary launch.
Though it took a substantial period of time to arrange the unique marketing campaign construction, this strategy allowed us to get the proper search time period + advert copy + touchdown web page message match. Ultimately, we have been capable of create a stable, extremely scalable platform for sustained development.