B2C Lead Generation
Our client offers homeowners protection against costly repairs or replacements of home systems and appliances through a service provided by a network of pre-screened contractors and qualified technicians.
Challenges & Goals
The internal team we’re working with has ambitious growth goals. They have wanted to scale their PPC program from day one, which is exactly what we have done for them. Over the course of this 3+ years partnership, the agenda has had but one focal point, which is to sell more home warranty policies. In this ever-changing price auction landscape, we have been tasked with delivering ground-breaking results year after year. This client truly puts Pure Digital’s technical PPC skills to the test.
Approach, Strategy & Solution
Consistent innovation is what puts us ahead of the competition. There are number of things we test and iterate in order to squeeze out every last drop of performance.
Account structure – The way the keywords are organized in the account plays a huge role in overall performance. Controlling the different match types and utilizing all of them is extremely important as well. We break out all of our campaigns by match types, which captures all possible search queries from our keyword set. Monitoring performance on different devices is another big factor. Campaigns are therefore broken out by device, which is the ideal tool for optimization on each device. This allows changes in bids by device at the keyword level. Categorizing keywords by theme or funnel is another factor which we’ve altered over the course of the account. We have categorized the keywords in this account in accordance to a low, mid, high funnel structure. The most successful keywords go in the low funnel campaigns while keywords with poorer performance go in the high funnel. This lets us focus spend on keywords by priority and gives us the chance to monitor separate CPL goals. Our ad group structure is extremely granular. We match every keyword with a custom headline 1 because this strategy increases CTR and ad relevancy. These factors are crucial for determining quality score. A high quality score produces lower CPCs which has huge effect on overall account efficiency. Putting the pieces of this puzzle together is our key to success!
The back-end data in the CRM is of great importance so we look at it often. Getting leads on the front end is one thing but turning those leads into sales is another story. We utilize their CRM to analyze lead to sale performance and make decisions based on the data to improve back-end CVR. This led us to determine different CPL that are allowable depending the keyword’s back-end performance. We push the most budget towards keywords which turn into sales, not just leads.
Our bidding and optimization techniques is the final tipping point for success. We analyze age, gender, household income, geo location and time of day when setting bid adjustments, all of which are essential for reaching the right target demographic at the right price. But we must not only look at it from a technical standpoint but also from an economic perspective. Not overpaying for CPCs (a massive waste of money) is key when maximizing PPC and we split the penny!