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.
(Click Through Rate)
(Cost per Lead)
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.
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.
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.
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. Automated Bidding in action. It changes bids for 1000’s of Keywords everyday on the basis of past performance.
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.
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.
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.