Doubling lead gen through Paid Media
Through the implementation of a highly targeted keyword strategy across internationally hand-selected territories, we were able to double the amount of leads generated globally for Blacktower Financial Management.
Driving improved performance through audience targeting
With a brief to deliver a more cost effective CPA, we restructured the account, regaining control of the account and ensuring that ads were only shown against a specific highly targeted set of keywords in specific territories. We took a hands on approach, using opportunity findings to drive learnings which enabled us to further optimise through the use of dynamic search ads and responsive search ads to deliver multivariate test messaging. Audience targeting and bid modifiers allowed us to filter to relevant audiences only, this had a direct impact on the campaign results.
With the objective to deliver efficiencies and increase leads we achieved a 35% reduction in CPC from when we took over the account. The adjusted audience targeting saw pages per session increase by 52%, bounce rate reduce by 14% and click through rate increase by 40% – evidence that the changes implemented delivered significant improvements.
Month on month our conversion rate has increased by 22%, our CPA has dropped by a substantial 53% and we have seen 166% more conversions – a great result for the team and the client!
Group Head of Marketing – Blacktower Financial Management