When PPC company ParaCore began working with a distinct segment inspection firm, they realized fairly rapidly that earlier than they may begin optimizing this shopper’s AdWords account, they wanted to do some obligatory housekeeping.
The shopper — who shall stay anonymous as a result of their extremely aggressive trade — was already pairing touchdown pages with their PPC advertisements. Nonetheless, as a result of that they had so many market segments to focus on, they had been juggling 60 totally different touchdown pages. This method was definitely scrappy, nevertheless it was additionally extremely difficult to keep up and optimize.
The shopper additionally lacked perception into each how many telephone name leads they bought, and precisely the place these leads had been coming from. With out this information they had been unable to attribute results in the suitable marketing campaign, making optimization — not to mention figuring out the ROI of their advert spend — just about inconceivable.
In efforts to higher handle this shopper’s account, ParaCore used Unbounce to scale back the variety of touchdown pages from 60 to simply 4 (whereas sustaining hyper segmentation), arrange CallRail for improved telephone name conversion monitoring, and applied a damaging key phrase method in AdWords that finally saved the shopper $30k in advert spend and lowered the associated fee per lead over 40%. For sure, their shopper was thrilled.
Right here’s how they did it.
Simplify market segmentation with touchdown pages
ParaCore’s shopper was already deep within the PPC sport. They had been spending $10k month-to-month on Bing and AdWords advertisements, they usually had the wherewithal to pair their advertisements with focused touchdown pages. However with a purpose to goal every particular person market phase, they had been utilizing 60 touchdown pages (15 markets x 4 companies).
Updating one thing on all landing pages takes forever. If you want to change content, it’s 60 changes. If you want to change something major like design, that’s a huge effort. It’s also just more difficult to track analytics and keep track of all the pages.
So ParaCore’s first task was to take those 60 pages and whittle them down to just a few manageable (but still high-converting) pages.
Using Unbounce’s drag-and-drop builder, ParaCore constructed their shopper 4 pages, every highlighting a selected service.
To make sure they maintained the identical hyper-relevance for every market phase, they applied Dynamic Text Replacement (DTR) on the touchdown pages, an Unbounce characteristic which lets you mechanically swap out key phrases in your touchdown web page based mostly on somebody’s search intent and the corresponding advert clicked.
That’s — if somebody searches “piano classes in Arizona” that’s precisely what your corresponding touchdown web page’s headline can learn to match their question.
On this instance of a touchdown web page for a music faculty, the instrument kind is swapped out relying on which advert is clicked.
With the assistance of DTR, ParaCore might nonetheless serve up these 60 hyper-customized messages, however utilizing a way more manageable 4 pages. Their subsequent transfer was to got down to optimize these 4 pages.
Make clear metrics with correct monitoring and attribution
ParaCore’s shopper knew their advertisements had been contributing to large name quantity however they didn’t have perception into the variety of calls or which key phrases had been accountable.
After a little bit of preliminary digging, ParaCore discovered that 76% of the shopper’s leads got here through telephone calls, however in line with Adam:
There was a lot extra we might do to optimize their PPC campaigns if we had extra information.
To get mentioned information, Adam et al put in AdWords Call Conversion Tracking and CallRail on the shopper’s touchdown pages and arrange keyword-level name monitoring.
CallRail works just like DTR, by dynamically populating a novel telephone quantity relying on the unique referrer. So when a customer clicks on an advert after which calls the quantity on the touchdown web page, that lead is attributed to the suitable click-through advert.
Not solely that, however CallRail lets you create regional telephone numbers, which was particularly essential to their shopper. Adam mentioned it was key that their shopper’s prospects noticed “a 480 quantity for Phoenix as an alternative of an 888 quantity.”
AdWords Name Conversion Monitoring, however, allowed ParaCore to see which key phrases had been changing so they may kill the underperforming key phrases or advert units.
For leads that got here in by means of the touchdown web page kind, ParaCore additionally arrange AdWords conversion tracking on all Unbounce form confirmation dialogues (a.ok.a. thanks pages).
Inside 4 months, that is what group ParaCore had discovered:
55% of leads got here from calls made after seeing the brand new Unbounce touchdown pages, 24% got here from touchdown web page kinds and roughly 20% got here immediately from advertisements.
As soon as that they had the information they wanted, it was time to really dig into AdWords.
Optimize advert teams with damaging key phrases
Now that ParaCore had all the mandatory information to find out which key phrases had been and weren’t working, they may begin optimizing in AdWords.
ParaCore’s shopper had already carried out a big quantity of key phrase analysis leading to a sturdy assortment of focused key phrases; nonetheless, a evaluation of their analytics revealed not all of them had been performing top-notch.
ParaCore added negative keywords to the shopper’s campaigns, adopted by day by day damaging cleaning (which appears like one thing you’d do with a smudge stick and quartz crystal, however is definitely simply excluding search phrases that aren’t related).
After the preliminary cleanse, ParaCore scaled again to periodic evaluations to make sure key phrase relevancy. They saved a watch on conversion information over the primary two months and turned off key phrases that had been, as Adam put it, “consuming up the advert funds with out producing good returns.”
Intelligent Account Administration Pays Off
By including damaging key phrases to their shopper’s AdWords account and turning off the key phrases that weren’t bringing in outcomes, group ParaCore managed to save their shopper $30,000 in annual advert spend and scale back their value per lead by 40.7% within the first three months.
Not solely that, with these all the adjustments in place, ParaCore’s shopper was set as much as scale. Now when the shopper needs so as to add extra markets, the company doesn’t even need to create a brand new touchdown web page, they merely “add dynamic textual content insertion with new telephone numbers and native textual content.”
This type of progress wouldn’t have been potential had they not first simplified their shopper’s touchdown web page assortment and clarified their metrics. Solely then might they flip their efforts towards their shopper’s AdWords account.
In response to Adam, the information collected throughout that preliminary exploration “continues to information our efforts as we optimize the corporate’s PPC campaigns to herald the very best high quality leads on the lowest value.”
And ParaCore’s shopper couldn’t have been extra happy. Their Google+ evaluation says all of it:
These guys have been superior for us to this point! We love the reporting metrics they use because it actually identifies the essential info and tells us lots about our PPC campaigns. We’ve got additionally been very pleased with how thorough they’ve been in implementing the crossover from our outdated PPC supervisor… All in all, we’re very completely happy to have made the change and want we might have pulled the set off sooner.
Sounds fairly dang blissful to me.
