Key Takeaways
- PPC is the solution to achieving your marketing and sales targets.
- Even Fortune 500 companies can reduce their CPL by as much as 50% with the right help from a reputable digital marketing company.
- This is a constant process; one win does not guarantee a successful year!
In digital marketing, the quench for quality PPC leads is everlasting!
The challenge of reducing Cost Per Lead (CPL) is one that all businesses face, from startups to Fortune 500 companies.
This case study examines how one such Fortune 500 company, dealing in scientific entertainment across the globe, was able to decrease its CPL by a massive 50% with our help.
What was the magic behind this result? Focus on quality PPC leads, strategically!
The company’s revamped method of advertising for paid search results in search engine marketing, or SEM, transformed them.
The following sections will examine strategies used, challenges faced, and lessons learned.
Understanding PPC and Its Relevance in Digital Marketing
Digital marketing relies heavily on pay-per-click (PPC) for instant or short-term results. It is an advertising model in which advertisers pay each time their ad is clicked.
PPC is known for its no-nonsense approach. Instead of waiting on visits organically, you can buy them for your website.
But what makes PPC important in digital marketing?
> Immediate Traffic : Once set up, PPC campaigns are capable of instantly bringing traffic to your site.
> Targeted Advertising : Businesses using PPC can target the audience on the basis of demographics, location, and interests, among others.
> Measurable Results : Every aspect of your campaign, including costs, views, clicks, and visits, can be measured with PPC.
> Budget Control: Businesses can allocate budgets to their campaigns and modify them depending on the monitoring and required outcome.
In essence, when people are most likely to convert, it lies within the grasp of PPC as an effective channel to reach your target audience at the right moment. It forms a critical aspect of a well-rounded and diversified digital marketing strategy.
The Problem: High CPL in a Competitive Industry
The Fortune 500 firm encountered a typical problem, like any other brand operating in the market space they were involved in.
Their marketing budget was being hogged up by the high Cost Per Lead (CPL).
This was a huge deterrent for them in the competitive market they were in.
Leads had to be generated so as to drive sales for the company. However, with such CPLs, each potential client was costing more than they should normally!
This was not feasible in the long run. It meant that they required new strategies that would bring down their CPL.
Not only that, but these strategies should also maintain their lead quality levels simultaneously.
That was what lay ahead of the Fortune 500, and this problem called for thinking strategically with a good understanding of PPC campaigns.
The Solution
To focus on quality PPC leads via a reputed digital marketing company
The Strategy: Targeting Quality PPC Leads
The results were impressive. The campaign generated a significant increase in leads, with a high conversion rate.
They opted to emphasize quality PPC leads by taking help from expert PPC resources from Wildnet Technologies which has been a digital marketing company for more than 17 years.
“Their choice was based on a growing awareness that all leads do not have equal value.”
There are some leads that are more likely to be converted into clients than others. Businesses should concentrate on these quality leads!
In order to reach out to high-quality prospects, several tactics were used by Wildnet:
- Enhanced Ad copy and Creative elements
- Optimized Landing pages
- Improved keyword selection
- Refining Keyword selection for Better Targeting
- Keyword selection and refining from scratch
Our PPC experts sought keywords that would catch the attention of quality leads, most likely.
These keywords were related to their products and services too. Besides, they also considered the search intent behind those keywords.
Crafting Compelling Ad Copy and Creative Elements
The next thing our PPC experts did was work on their ad copy and creative elements. They aimed at producing ads that would urge people to take action.
The main focus of these ads was to attract the attention of prospective clients. Moreover, it should pursue their clicking and becoming leads.
Enhancing Conversion Rates through Landing Page Optimization
Finally, Wildnet optimized their landing pages. They ensured that the landing pages were relevant to the ads.
This way, potential customers could find what they needed. Consequently, they were more likely to become leads.
Data and Analytics for PPC Optimization
Our digital marketing experts didn’t just depend on intuition or guesswork. Instead, they relied on data and analytics to support their PPC optimization efforts.
This way, they were able to make better choices in enhancing their campaigns. The following metrics were used to categorise the data and analyze the current performance of the PPC campaigns:
- Click-through rate (CTR)
- Cost per click (CPC)
- Quality Score
- Conversion rate
How A/B Testing Refines Campaigns
A/B testing always plays a crucial part, as it did in the firm’s PPC optimization efforts.
We tried out different versions of their advertisements and landing pages, respectively, with their approval.
This helped them establish what worked best and fine-tune their campaigns as a result.
AI & Machine Learning for Improved Campaign Efficiency
Additionally, AI and machine learning (ML) technologies were used by Wildnet Technologies, which enabled the automation and optimization of the PPC campaigns efficiently.
There was an improvement in targeting quality leads with much fewer CPLs.
Results: 50% Lower CPLs
Wildnet’s strategic approach to optimizing PPC paid off well.
The client, i.e., the Fortune 500 company, achieved a substantial reduction of 50% in their CPLs.
It was a remarkable success for the company, implying that our strategies work excellently as intended.
There is always a way businesses can improve their return on ad spend significantly, i.e., by applying a strategic approach to PPC optimization.
The main idea here is to emphasise quality, not quantity, and keep in touch with a trustworthy digital marketing company that can drive paid campaigns for better results.
We, Wildnet Technologies, have been leading digital marketing campaigns for 2100+ clients over our 17+ year long journey as a digital marketing company. We have managed USD 43 million worth of media spend and helped generate an RaoS of 4X!
FAQs
FAQ 1. How can we reduce CPL?
Ans: CPL can only be reduced by properly optimizing the paid campaigns by constantly monitoring them and aligning them with the desired results we need.
FAQ 2. What are the benefits of PPC for lead generation?
Ans: PPC is the quickest way to get leads and meet your marketing and sales targets. It does this by displaying ads in the relevant search query results.
The paid ads are displayed on top of the SERPS, ensuring that the user first clicks on the paid ads. Now, depending on the quality of content provided on the landing page and the ease of navigation, these users get converted into leads.
This way, PPC helps in lead generation.
FAQ 3. How to improve CPL in Google Ads?
Ans: CPL, or cost per click, in Google Ads can be improved by following these steps;
- Adding negative keywords
- Cautiously using keywords with high CPL
- Finally, maintain a high-quality score for the keywords.
FAQ 4. Is lower CPL better?
Ans: Yes, it is the best! This means that for a given budget, your paid campaigns will generate more clicks and, thus, more visitors to the linked landing pages.
FAQ 5. What causes an increase in CPL?
Ans: The increase in CPL of a paid ad campaign is possible due to;
- Lack of negative keywords
- Using way too many high-CPL keywords
- Focusing on impressions instead of clicks and more.
Basically, it happens when you let your paid ad campaign run wild!
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