CompliancePoint
Case Study

This is an overview of the work that Intellemo delivered for CompliancePoint and the results that were achieved. Confidential Client data has been masked deliberately.

58%

Higher CTR 

(Click Through Rate)

267%

More Leads

(Conversions)

63%

Lower CPL

(Cost per Lead)

58% Higher CTR

We increased the CTR of Search Ads by 58% while lowering the Avg. CPC. It was highly challenging as normally CTR decreases when Avg. CPC is decreased as average position falls too. This was done by using Single Keyword Ad Group (SKAG) structure with multiple relevant ad copies.

267% More Leads

While decreasing the Avg CPL, we could even bring a 267% more scale to the conversions or leads. This was done by relevant query targeting, automated bidding and relevant landing page creation.

63% Lower CPL

Within a few months, we could improve the account by decreasing the cost per conversions (CPL or Cost per Lead) by 63% while even increasing the lead volume and maintaining the lead quality.  

The Challenge

  • CompliancePoint is a consulting fim providing compliance solutions for businesses in the US, Canada & Europe for various laws & regulations.
  • Being B2B (Business to Business), a lot of queries on same keywords turn out to be B2C (Business to Customer) queries e.g. While they want to target businesses searching 'do not call solutions', a lot of users wanting to stop 'do not call' spam on their phones type the same queries with totally different intent. 

Process

  • Strategic usage of algorithms for repetitive tasks esp. bid adjustments where patterns can be built and implemented precisely.
  • Using human creativity to understand user intention and psychology for differentiating B2B & B2C queries and aligning the ad copies & landing pages accordingly.
  • Usage of LinkedIn Ads for precise targeting to potential clients

Automated Bidding

This combines Google Sheets and AdWords Scripts to modify bids using certain rules on basis of data. 
A full-blown machine learning based model for bidding is being created. See Automated Bidding in action. It changes bids for 1000's of Keywords everyday on the basis of past performance.

Query Builder

Search Query builder helped to look at the search queries of the users for which are the ads were triggering from Broad Match or DSA. Then, based on the data they were qualified as 'Good' or 'Bad'. Finally, the script adds 'Good' ones as Exact match and removes 'Bad' ones and puts as Negative. See Query Builder in action. It adds relevant B2B queries while negating irrelevant B2C queries.

Automated Reports

Any performance improvements can be achieved only when the levers that drive that performance are measured accurately and regularly. So, reporting automation becomes really important. We track all the metrices of Google AdWords and Google Analytics through API on Google Sheets. Also, the data is sent every morning on email so that if anything goes wrong/right we are able to take a prompt action.

Final Word

  • Overall, the achievements for CompliancePoint on Search Ads are just a start. The engagement continues to bring more value on all fronts.
  • Further, Optimisation and automated bidding by the lead quality is being done. As we'll achieve more, we'll keep you updated. 

 

Holly Avila

Holly, the Marketing Director at CompliancePoint, says that she found Intellemo team to be very knowledgeable and they have added a great deal of value to some projects that we have done together.

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