Learn how an IT company with an emerging product in an undefined space reworked its Google pay-per-click (PPC) advertising strategy to decrease PPC spending but increase web traffic from the program, ultimately improving its awareness among its target market.
The IT company wanted to create awareness of its organization and products using PPC in a quickly evolving, noisy, and undefined IT/networking space with aggressive competitors, but its existing PPC program was expensive and brought many irrelevant visitors to the company’s site who left quickly.
The goals of the new PPC program were to:
- Replace a long list of general, low-performing keywords with specific, targeted words that brought relevant web visitors to the company’s site
- Decrease the cost-per-click for the ad words by using more targeted, long-tailed keywords
- Better engage visitors with a relevant landing page that contained compelling next-steps for the visitor
After the kickoff of its successful PR campaign planned and executed by TREW Marketing, the IT company sought TREW to also overhaul the company’s PPC strategy.
With products in a quickly evolving, noisy, and undefined space, the company had been spending thousands of dollars each month to buy hundreds of general search terms on Google. These search terms weren’t specific enough to the company’s target audience, and as a result, they were attracting unqualified visitors who left the site immediately after arriving.
TREW Marketing sought to create a PPC program for this IT company that would quickly address their known challenges – a lack of targeted keywords and an ineffective landing page. To achieve success and address these challenges, TREW carefully audited the existing PPC program, created a targeted list of specific, long-tail PPC words, helped the company develop new landing pages, and continually monitored and managed the PPC program.
Step 1: Audit Current Search Terms
TREW worked to analyze the existing keywords’ historical performance to determine which keywords should stay and which should be removed or replaced. Higher-performing keywords were those that were specific enough to target the type of customer that the company’s products serve, and that garnered the clicks of relevant visitors who then spent time on the company’s website. This audit helped to maximize the current keywords and improve click-through rate and cost-per-click metrics.
Step 2: Analyze and Propose New Search Terms
TREW performed an in-depth analysis of proposed new long-tail search terms and determined which terms would benefit the company, creating a list of words that were searched often, were lower cost-per-click than other words, and would have less competition in Google PPC. From this analysis, TREW developed a plan with about 20 new keywords.
Step 3: Develop Relevant Landing Pages with Compelling CTAs
TREW then consulted with the company to help develop new, specific landing pages that would better serve the web visitors who arrived at the page by clicking specific search terms. The new landing pages focused on better content and compelling calls-to-action on the company’s site that would be relevant to the new visitor.
Step 4: Implement the New Terms and Manage the PPC Program Daily
Once the new PPC terms, ad copy, and revised landing pages were implemented, TREW managed the Google PPC budget on a frequent basis, bidding daily on certain words to push cost-per-click as low as possible while still maintaining a top position on the search results page.
Step 5: Report and Re-Evaluate
As ongoing support, TREW conducts monthly reports that provide data and results related to the PPC program and discusses upcoming products, initiatives, and marketing activities that the company is planning to ensure that the PPC program continues to best support the company’s overall marketing strategy.
With the newly revamped PPC program, the company reduced PPC spending by 60% while increasing web visits and time spent on site from PPC. In doing this, the company:
- Cut the overall number of adwords in half, reducing overall management time of PPC words
- Developed more long-tail words that are featured on PPC throughout the day and night
- Nearly doubled the click-through-rate for the entire Google PPC campaign
- Doubled “time on site” for Google PPC visitors with strategic ad words and relevant onsite landing pages
For more information on PPC or search marketing, visit trewmarketing.com/services/search-engine-marketing.php.
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