Increase brand awareness and recognition within the target market.
Generate qualified leads and drive sales for products/services.
Decrease cost per click and sustain/increase conversion rates.
Challenges
Challenge 1: The client faced strong competition from established brands in
their industry, requiring campaigns to be optimized for cost-effectiveness in online ad bidding.
Challenge 2: They had limitations with their existing website infrastructure,
hindering their ability to create and manage dedicated landing pages for targeted campaigns.
This necessitated the implementation of a more flexible hosting solution.
Solutions
Competitive Keyword & Bidding Strategy: To address the competitive landscape
and manage bidding costs, we implemented a highly targeted keyword strategy focusing on
long-tail keywords and specific product/service features. We also employed advanced bidding
strategies, including target CPA and maximize conversions, constantly monitoring and adjusting
bids to optimize performance and minimize costs.
Custom Hosting & Landing Page Development: To overcome the limitations of their
existing website infrastructure, we utilised their current HubSpot account as a hosting solution
and developed
dedicated landing pages for each key campaign. These landing pages were designed with clear
calls to action, compelling visuals, and optimized for conversions. This provided the necessary
control and flexibility for targeted marketing efforts.
Ad Copywriting: Developed compelling ad copy that highlighted the client's
unique selling points, such as their premium materials, quality and service using persuasive
language and strong calls to action.
Campaign Structure: Implemented a structured campaign approach with targeted ad
groups and keywords. Utilized various ad formats and employed remarketing campaigns.
Budget Allocation: Allocated budget strategically and regularly monitored and
adjusted based on performance.
Tracking and Reporting: Implemented conversion tracking through HubSpot
integration to provide instant feedback to the client.
Results
Cost-Effective Campaigns: By implementing targeted keyword and bidding
strategies, we achieved a reduction from £8 to £0.6 in average (CPC) while maintaining
consistent conversion rates. This significantly improved the (ROAS) and
allowed for more efficient budget allocation.
Improved Lead Generation through Dedicated Landing Pages: The implementation of
dedicated landing pages resulted in a 30% increase in lead
generation compared to the previous period. The improved user experience and targeted messaging
on the landing pages contributed to higher conversion rates.
Increased Website Traffic & Brand Visibility: Overall website traffic increased
by 27% within three months, driven by the improved campaign performance and targeted landing
pages. This led to increased brand visibility and engagement within the target market.