When PPC agency ParaCore started working with a niche inspection company, they realized pretty quickly that before they could start optimizing this client’s AdWords account, they needed to do some necessary housekeeping.
The client — who shall remain nameless due to their highly competitive industry — was already pairing landing pages with their PPC ads. However, because they had so many market segments to target, they were juggling 60 different landing pages. This approach was certainly scrappy, but it was also incredibly challenging to maintain and optimize.
The client also lacked insight into both how many phone call leads they got, and exactly where these leads were coming from. Without this data they were unable to attribute leads to the appropriate campaign, making optimization — let alone determining the ROI of their ad spend — virtually impossible.
In efforts to better manage this client’s account, ParaCore used Unbounce to reduce the number of landing pages from 60 to just four (while maintaining hyper segmentation), set up CallRail for improved phone call conversion tracking, and implemented a negative keyword approach in AdWords that ultimately saved the client $30k in ad spend and lowered the cost per lead over 40%. Needless to say, their client was thrilled.
Here’s how they did it.
Simplify market segmentation with landing pages
ParaCore’s client was already deep in the PPC game. They were spending $10k monthly on Bing and AdWords ads, and they had the wherewithal to pair their ads with targeted landing pages. But in order to target each individual market segment, they were using 60 landing pages (15 markets x 4 services).
Updating one thing on all landing pages takes forever. If you want to change content, it’s 60 changes. If you want to change something major like design, that’s a huge effort. It’s also just more difficult to track analytics and keep track of all the pages.
So ParaCore’s first task was to take those 60 pages and whittle them down to just a few manageable (but still high-converting) pages.
Using Unbounce’s drag-and-drop builder, ParaCore built their client four pages, each highlighting a specific service.
To ensure they maintained the same hyper-relevance for each market segment, they implemented Dynamic Text Replacement (DTR) on the landing pages, an Unbounce feature which allows you to automatically swap out keywords on your landing page based on someone’s search intent and the corresponding ad clicked.
That is — if someone searches “piano lessons in Arizona” that’s exactly what your corresponding landing page’s headline can read to match their query.
In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.
With the help of DTR, ParaCore could still serve up those 60 hyper-customized messages, but using a much more manageable four pages. Their next move was to set out to optimize those four pages.
Clarify metrics with proper tracking and attribution
ParaCore’s client knew their ads were contributing to massive call volume but they didn’t have insight into the number of calls or which keywords were responsible.
After a bit of initial digging, ParaCore found that 76% of the client’s leads came via phone calls, but according to Adam:
There was so much more we could do to optimize their PPC campaigns if we had more data.
To get said data, Adam et al installed AdWords Call Conversion Tracking and CallRail on the client’s landing pages and set up keyword-level call tracking.
CallRail works similar to DTR, by dynamically populating a unique phone number depending on the original referrer. So when a visitor clicks on an ad and then calls the number on the landing page, that lead is attributed to the appropriate click-through ad.
Not only that, but CallRail allows you to create regional phone numbers, which was especially important to their client. Adam said it was key that their client’s prospects saw “a 480 number for Phoenix instead of an 888 number.”
AdWords Call Conversion Tracking, on the other hand, allowed ParaCore to see which keywords were converting so they could kill the underperforming keywords or ad sets.
For leads that came in through the landing page form, ParaCore also set up AdWords conversion tracking on all Unbounce form confirmation dialogues (a.k.a. thank you pages).
Within four months, this is what team ParaCore had found:
55% of leads came from calls made after seeing the new Unbounce landing pages, 24% came from landing page forms and roughly 20% came directly from ads.
Once they had the data they needed, it was time to actually dig into AdWords.
Optimize ad groups with negative keywords
Now that ParaCore had all the necessary data to determine which keywords were and weren’t working, they could start optimizing in AdWords.
ParaCore’s client had already done a significant amount of keyword research resulting in a robust collection of targeted keywords; however, a review of their analytics revealed not all of them were performing top-notch.
ParaCore added negative keywords to the client’s campaigns, followed by daily negative cleansing (which sounds like something you’d do with a smudge stick and quartz crystal, but is actually just excluding search terms that aren’t relevant).
After the initial cleanse, ParaCore scaled back to periodic reviews to ensure keyword relevancy. They kept an eye on conversion data over the first two months and turned off keywords that were, as Adam put it, “eating up the ad budget without producing good returns.”
Clever Account Management Pays Off
By adding negative keywords to their client’s AdWords account and turning off the keywords that weren’t bringing in results, team ParaCore managed to save their client $30,000 in annual ad spend and reduce their cost per lead by 40.7% in the first three months.
Not only that, with these all of the changes in place, ParaCore’s client was set up to scale. Now when the client wants to add additional markets, the agency doesn’t even have to create a new landing page, they simply “add dynamic text insertion with new phone numbers and local text.”
This kind of progress wouldn’t have been possible had they not first simplified their client’s landing page collection and clarified their metrics. Only then could they turn their efforts toward their client’s AdWords account.
According to Adam, the data collected during that initial exploration “continues to guide our efforts as we optimize the company’s PPC campaigns to bring in the highest quality leads at the lowest cost.”
And ParaCore’s client could not have been more pleased. Their Google+ review says it all:
These guys have been awesome for us so far! We love the reporting metrics they use as it really identifies the important information and tells us a lot about our PPC campaigns. We have also been very happy with how thorough they have been in implementing the crossover from our old PPC manager… All in all, we are very happy to have made the switch and wish we would have pulled the trigger sooner.
Sounds pretty dang blissful to me.