Situation and Goals:
Our client wanted to increase the performance of their PPC campaigns by identifying existing strengths and weaknesses and applying Nowspeed’s pay-per-click expertise to drive more leads at a lower cost per lead.
Optimization Technique:
- 500+ negative keyword placements for Display Network campaigns
- Over 50 keyword changes: negative matching, pausing broad terms and replacing with more specific terms
- Focusing efforts on “bulls-eye” terms and placements, and pausing the rest.
- Throttling up spend for this campaign, and turning down higher CPL campaigns.
Results:
Over a 4 month period, Nowspeed’s improvements resulted in an increase in conversions from 113 to 359, with a dramatic decrease in cost per conversion from $35.52 to $14.49.
