The Challenge
Setting up the goals and expectations with the management.
Building the confidence with the management to allow them for high investment in PPC campaigns.
Targeting NRI based out of western countries, it was challenge to keep the cost per lead (CPL) under control as the Ad spending was in dollar and property purchase is in INR.
Objective
- 01
Setup the Google PPC campaigns
- 02
Setup account structure to NRI targets across the globe, hence improve Return on Investment
- 03
Maintain & keep the brand value intact and avoid making it an over the face selling campaign.
Take Away
- Improved ROI, as high as 1:8
- Better Quality Leads
- Higher number of conversions
- Lesser cost per acquisition
Strategy & Execution
Account Restructure
- Analyzed the top performing keywords, expanded their exposure and executed a strategy for more efficientspending.
- Judicial usage of keyword match type to have a precise control on the ad spending and usage of “Search Term Report” to efficiently improve the cost per acquisition.
- Organizing keywords into more segmented campaigns, allowed us to expand coverage into new geographic regions & better control all targeting options.
Mobile specific campaign
- Created specific campaigns for mobile device and hence improved the ROI.
Ad Copy Optimization
- Mapped Keywords to Ad copies to improve the “Quality Score” and in turn improved the ROI.
- Multiple ad copies to represent all the USP’s of the client. Focused on some specific ad copies which are giving the best results.
Ad Extension: Implemented the below ad extensions to have more leads through website and phone calls.
- Call Extensions
- Sitelink Extensions
- Image Extensions
Launch of Display Campaign
- Implemented Display network strategy to reach new consumers and introduce them to our client’s company.
- The strategy included both contextual targeting (showing ads on pages of websites with real estate content).
- Implemented placement targeting (running ads on sites that cater to their target demographic (NRI, forbes.com etc.)
increase in conversions after 3 months
number of leads generated through PPC
reduction in Cost per acquisition after PPC
improved ROI & cracked multiple leads through PPC
Clients across industry verticals trust us for their performance marketing.
