Pay Per Click Marketing
Case Study


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Challenge

A client continued to see increases in advertising costs year over year while growth was slightly up from prior years. The client wanted a second opinion on overall strategy and execution on their current Digital Strategy. The Pittman Group identified early on the current agency had become passive and content with outdated strategies which was contributing significantly to the increase in overall cost and client acquisition.

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Solution

The Pittman Group restructured the SEM Account and implemented a creative and ad copy testing plan until we reached the law of diminishing returns which historically was nonexistent. Restructuring the campaign included many layers encompassing the regrouping of key terms and the elimination of many irrelevant terms. We then devised a landing page strategy to address individual key terms. Finally, we implemented a bidding strategy to take advantage of high performing key terms with low impression share. Our landing page optimization tested different calls to action, value propositions and form layouts until we found the highest converting version. We finally turned our attention to ad copy where we initially implemented our best practices for keyword density and unique calls to action. We then ran A/B tests to develop ad copy attempting to balance click through rates, quality scores and conversion rates to achieve an optimum return on investment.

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Results

Within 60 days, The Pittman Group cut the marketing spend by approximately 11% while maintaining the same number of conversions at a significantly lower cost per acquisition. Due to the reduction in spending on SEM, the client was now able to reallocate those saving to a creative project that was unbudgeted for the year.

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