The Challenge
Operating in the highly competitive legal vertical, Kenway Miller approached Marketing Signals in 2015 with the brief of improving their Google Ads activity. Poor conversion and and increasing click costs were costing the company in terms of generating new business leads at a viable cost. Having suffered a search engine penalty previously, the company was almost entirely reliant on PPC for new business leads.
Our Approach
Our PPC team conducted a comprehensive audit which resulted in a total restructuring of the account. Some of the implemented changes included better grouping of keywords into more relevant campaigns/adgroups, creating optimised ad copy, utilising all available ad extensions, giving greater visibility to lower cost, high performing terms as well as utilising new match types.
Created New Campaigns
The account we inherited had not been broken down thematically into enough different campaigns. By creating new campaigns we had better control over budget and overall performance.
Compiled New Ad Copy
We compiled new, more compelling ad copy which which focussed on the need for urgent action. Creating this sense of urgency but also a sense of hope for the user immediately inceased the number of conversions.
Expanded Negative Keywords
An all time search query report uncovered dozens of new negative keywords which were duly added to the campaigns. This helped drive up CTR and improved individual quality scores.
Event Tracking
We added a number of tracked events including clicks on the phone number and email address which provided futher insights into which keywords were driving or assisting conversions.
Expanded Ad extensions
We expanded the number of ad extensions being used including call extensions which proved very popular with users that wanted to urgently find out if they had a viable case.
Reduced Form Fields
We reduced the number of fields on the contact form so it just had the key metrics needed to confirm the lead: Name, email and phone number.
The Results
By implementing these changes we saw improvements, both in the short and longer term. Click costs were immediately brought under control accompanied with a CPA that was 45% lower compared to the previous month. Over the medium and longer term we saw the fruition of our optimisation efforts from improved click through rates as well as higher average quality scores across the account. This has enabled businesses to scale their operations and reinvest improved revenue into other channels.
