Case Study: Quick Wins In Paid Search

I recently started working with a new client in the beginning of February. They brought me on to help with long-term paid media growth, but they also wanted to capitalize on the seasonal opportunity available to their business in the spring.

When we started, all of their campaigns were search campaigns, and there was one singular campaign that accounted for the majority of spend and lead volume, so that’s where I focused my efforts. Below are some of the high level results for that campaign when comparing performance from February to January.

• 52% increase in spend

• 167% increase in leads

• 43% improvement in CPL

• 100% increase in pipeline (there was no pipeline in January)

The implementation of optimizations here wasn’t super methodical or scientific. Sometimes I make the judgement call to forgo a rigid test structure that isolates individual variables for the sake of speed. I suppose that’s one of the benefits of getting older and gaining a bit of experience…

While I did make some minor adjustments to keyword targeting and an RSA copy, the changes that I attribute the biggest impact to are:

• Adding a bit limit to this campaign (CPC dropped by 26% MoM)

• Updating the landing page to actually feature the product front and center (25% increase in conversion rate)

Everything that I did was fairly basic, but by implementing some fundamental adjustments this client was able to see a strong improvement in performance that actually impacts their business.

Now that the low hanging fruit opportunities have been cleaned up, I’m excited to start implementing some more methodical longer term changes to help them grow even more!

Have questions, considerations, or critiques? I’d love to hear them! If you’re reading this via email, just hit respond. Otherwise, you can find me on LinkedIn.