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Refocus & Refine to Increase Return on Spend
Rise Above
Our enterprise-sized client was facing a common problem: they were paying for search engine marketing (SEM) and were getting average outcomes. The client felt that their current provider was complacent with the results and wondered if they should be looking for a new agency who could act as a more consultative, strategic partner to help the client extract more return for their SEM spend.
As a new marketing leader entered the company, the team started looking at every tactic they were using, asking themselves “how can we can do better?”
As a new marketing leader entered the company, the team started looking at every tactic they were using, asking themselves “how can we can do better?”
The Challenge
It was simple to define what “better” would look like: better meant driving ever-improving return on the client’s ad spend, measured in the following ways..”Two ways to win at paid search are to out-spend and out-strategize. Ideally, a company would be prepared to do both, but the strategy is definitely the difference-maker. Best in class search engine marketing is a data-driven practice with tons of objective metrics to clearly guide the way to continuous improvement over time.
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Bigger Isn't always better
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More leads, more sales.
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For this client, their “better” meant driving ever-improving return on their ad spend. ROI would be measured like this:
Continuous improvement of click-through rate for ads
Continuous improvement of conversion on campaign landing page forms
Continuous reduction of cost per conversion (CPC)
Continuous refinement of visitor-to-prospect fit, or lead quality
Continuous improvement of click-through rate for ads
Continuous improvement of conversion on campaign landing page forms
Continuous reduction of cost per conversion (CPC)
Continuous refinement of visitor-to-prospect fit, or lead quality
The Bottle Cap Solution: Bigger isn't always better
One of the most common traps of search engine marketing, both paid and organic, is trying to “own” all search traffic in a particular field. In the case of this client’s SEM practice, the Bottle Cap team’s first step was a strategic narrowing of the search terms for which the campaigns would compete. This shift in strategy would help to sift out web visitors with search intents less aligned to the client’s offer.
The Results: More Qualified Leads, More Sales
Since Bottle Cap took on this client’s SEM contract, results from paid campaigns have improved in tons of ways, but here are the greatest hits:
Paid Google Search Opportunities increased booked meetings for their sales team by 375%
Increased average click-through rate (CTR) from 3.6% to 6.08% or over 3X the industry benchmark
Reduced CPC From $2.69 To $1.72 and Cost Per New Conact Form Fill From $102.72 To $45.42
