297% Boost in Click-Through Rates in Just 12 Months: How an Advertising Overhaul Led to Significant Cost Savings for this SaaS Team
Key Results
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Key Deliverables
- Set up proper tracking and a programmatic display account.
- Developed a full-funnel campaign strategy, from awareness to remarketing on various channels.
- Relaunched ads with new design and copy and a focus on more commercial keywords.
- Create new landing pages for better engagement.
Launching ads when you don’t quite have the background knowledge to develop a fully fledged campaign strategy can lead to either a stroke of luck, or an expensive experiment. When our SaaS SEO client asked us to help them improve their advertising ROI, we knew we were dealing with the latter.
Keep reading to find out how we significantly increased their conversions while decreasing their cost per click (CPC).
The Challenge
- Keywords were added into a single ad group structure without regard for themes or best practices.
- The client was only focusing on paid Search, which wasn’t a wide enough net to attract their target audience.
- Tracking was only set up for pageviews or not at all for some conversions.
- Decreased CTR and no recent changes to anything implied ad fatigue.
Until we stepped in, the customer was doing it all—from copy to design to account management. The company had been running the same Search ads for a long time and going after keywords that just weren’t generating any traffic, or, in some instances, generating traffic but no conversions.
Ad management is not an inherent skill, so it was no wonder that our client—who had no professional experience in this field—lacked the strategic understanding of how to keep costs low but visibility high.
The Solution
- Refreshed ads, improved messages to align with user intent, and created new landing pages
- Added programmatic display advertising to capitalise on its targeting capabilities and reach
- Overhauled keyword strategy and abandoned keyword themes that historically didn’t generate any results
- Improved the campaign structure to allow for experimentation, more control, and faster implementation.
We helped the team relaunch their ads with a whole new ad campaign, focusing on new keywords and refreshing the design and copy.
We also set the team up on programmatic display to help them attract a wider audience, and then worked with them to develop a full-funnel campaign strategy, from awareness to remarketing.
The Results
- 289% increase in conversions over 12 months
- 81% decrease in average cost-per-lead from year 1 to year 2
- 297% click-through-rate increase from year 1 to year 2
By expanding to different advertising channels and creating fresh new campaigns, we managed to boost the monthly average conversions by 289% in just one year.
See more results
Key Deliverables
- Set up proper tracking and a programmatic display account.
- Developed a full-funnel campaign strategy, from awareness to remarketing on various channels.
- Relaunched ads with new design and copy and a focus on more commercial keywords.
- Create new landing pages for better engagement.
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