Paid Media team reduces manufacturing clients cost-per-click by 41%

Although we work with MX Display on a range of other channels, this case study focuses on the Pay-per-Click strategy. We were tasked with improving their Google Ads account overall to be able to increase the number of leads and sales that their paid media budget was achieving.

Their core objectives were:

• Improve and optimise the existing paid media accounts
• Improve the cost-per-click (CPC) in the accounts overall
• Improve the click-through-rate (CTR) in the accounts overall
• Increase number of leads that the account generates
• Improve sales in certain core product areas

1.Campaign Restructuring

Often when the team at Visibility are set the task to manage an existing account, we tend to find the previous person has mismanaged the ad-spend. For MX Display, this was no exception. We first began with a project of campaign restructuring to segment out the campaign in more logical and efficient ways.

We grouped the keywords into product ranges and service areas to be able to better manage landing pages and budgets as well as improve the accounts quality score. By improving the quality score, we try to encourage Google to favours our ads over our competitors ads to win more business for our clients.

2.Improved Landing Pages

The paid media team worked hard to manage our clients ad accounts. One area which is outside of the account which can directly affect the results we see and are able to achieve is the landing page. We used our experience in UX and conversion rate optimisation to make adjustments and improvements to the landing page for MX Display’s target audience.

These changes included writing copy which speaks to the target audience in a way that resonates better. We want potential customers to see that our client is here to solve their problem, that we have experience and expertise and that we’re the right people to work with.

3.Testing

Another strategy we used on the MX Display account was to test various different bidding strategies. By testing various strategies and giving the account time to build up enough data to make a data driven decision, we’re able to prove that one strategy is more effective than others.

We take the data and closely analyse it to weigh up whether it’s valid enough to guide the next part of the strategy. As well as the data, we look at external factors and seasonal and historical data to be able to make the best decisions possible.

4.Conversion Tracking

As with every marketing campaign, it’s crucial to ensure everything that is possible to track, is tracked. For MX Display, the tracking of conversions (this could be a contact form, phone number click ect) wasn’t set up correctly. Our team got to work to ensure we’re effectively tracking all of the most important conversion metrics and that all relevant softwares was connected up and passing the right data across.

Now the tracking is set up, we’re able to fully measure the effectiveness of all campaigns, not just paid media. This will lead to us being able to make better marketing decisions / business decisions in the future given the data is now as valid as possible.

We’ve been generating results for MX Display since 2019.

Here are just some of the achievements we’ve made with the account:

• Increased by 232% in CTR year on year
• Decrease of 41% in cost per click year on year