GOOGLE ADS

Achieving 4X of the Industry Standard Conversion Rate through Google Ads.

Introduction

This case study is about one of our notable clients, a popular SalesForce Automation Software,which is built exclusively to improve secondary sales effectiveness by enabling the sales vertical of the organization to maximize their sales through the effective communication and performance tracking within the app across hierarchical responsibilities.

The app provides advanced features and smart tools to manage primary sales, secondary sales, van sales, and modern retail sales.

Our client has a cut-throat competition in the market, and they were persistent in gaining more leads in a shorter period. Since the keywords were in high demand, also the ticket value was higher, we wanted to adopt Search Engine Marketing.

Client’S
EXPECTATIONS

The sole objective was to generate as many leads as possible and increase the conversion rate while reducing the cost per conversion. And this was expected to be done faster.

Our Tactical approach:

  • Tech and Design
  • Search Engine Marketing
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Tech and Design

No matter how good we are able to run the campaign, if the landing page is not impressive, we might as well forget about generating any leads. Before beginning with the campaign, we revamped the website of the app, giving it a professional and sales-y look making it attractive for the target audience.

Although the campaigns determine the click-through rates, it's the landing page that determines the conversion rates. So careful consideration was given for designing the landing page and inserting relevant keywords.

The goal of conversion was kept in mind from the very beginning stage of design, be it in the headline, or placement of the logo, appealing font and even the emphasis on features. It was made sure that a proper CTA was displayed on the landing page so that the visitors needn't get confused to take the desired action.

Search Engine Marketing

Since the client was looking for conversions within a shorter period, we decided to go ahead primarily with Google Ads campaign, along with social media marketing and Search Engine Optimization. Once the landing page was ready, we kickstarted with the ad campaign. We adopted the following approach-

  • Thorough research of keywords
  • Understanding the target audience and the kind of keywords they were searching for.
  • Understanding the search queries, by getting search query reports and eliminating negative keywords which were driving irrelevant traffic.
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Feedback

  • A successful ad-word campaign requires constant monitoring and continuous optimisation so that necessary adjustments can be made along the way.
  • Use different ads leading the audience to various landing pages. See which ad-copy works the best and iterate on ad copies based on CTRs and impressions.
  • Use heat maps to understand user behaviour and analytics to understand the most visiting sections and pages of the website.

THE END RESULTS

The Click-Through Rate within a month of the campaign was 7.45% which is much higher than the average industry rate which is just 3.17%.

The Click-Through Rate within a month of the campaign was 7.45% which is much higher than the average industry rate which is just 3.17%.

We were able to achieve this magnanimous results with just an average CPC of Rs 14.78/- by the end of the campaign.

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