We merged the client’s goals with Adtrak’s PPC strategy in order to try and reduce how much each lead was costing them. Using call tracking software, Google Analytics and AdWords, we were able to determine more about their account, including the areas which were converting successfully and those that weren’t. We then used this data to implement a bid strategy which focused on maximising conversions on high performing keywords and reducing the Cost per Click (CPC) on the keywords less likely to convert.
Following the implementation of the PPC strategy, we were able to achieve the the initial objectives set in 2015. We then set ourselves the challenge to do even better this year. We wanted to increase both conversions and traffic, whilst also reducing CPC and CPA further.
As such, we set new objectives for 2016 which both reflected the areas we were keen to improve upon and supported the client’s overarching company goals.
-Reduce Cost per Click (CPC)
-Reduce CPA by 20%
-Increase conversions by 20%