Welcome to Conveyor Marketing Group, formerly Conveyor Marketing and Precision Marketing Group. Our website now combines two awesome brands under one big umbrella. Learn more about us.
Please note: Behind the scenes we are hard at work bringing the best of both worlds into one beautiful brand. In the interim, please pardon our website as we work out the kinks!
The first thing PMG did was to do an extensive analysis of the cost per lead for each keyword and ad. The goal was to identify and halt those components that were using up significant amounts of their ad spend… but were not generating corresponding levels of leads.
Most PPC campaigns have some level of “inefficiency” (go ahead and call it wasted dollars). Eliminating the expensive lead producers is an important optimization step that is needed regularly.
After the first 30 days, we were able to weed out underperforming elements of the PPC campaigns. This reduced the cost per lead from the original $35 all the way down to $13.66 (a drop of 61%) while keeping the number of leads at 21 (81% of what was collected at the full budget total).
This was a good start… but could our PPC specialist find and eliminate even more inefficiencies?
During the second month, we continued our optimization protocols (weeding out the weak stuff and boosting the stronger performers).
The result? A further 9% drop in the cost per lead, down to $12.37, while the overall lead level remained steady at 21.
Everything was still moving in the right direction!
In the third month, we continued our optimization efforts. Plus, we made some adjustments to the ad extensions, including the call extensions. We were confident our client would see a further improvement in the campaigns, but the degree to which the campaigns improved surprised and delighted everyone!
The cost per lead went down again, but this time in dramatic fashion (an additional 56% to $5.49). That was great news all by itself.
But the change in the lead levels was even more dramatic, increasing from 21 to 50 (an explosion of 138%)!
Why the dramatic increase in leads? Two reasons:
Sometimes small hinges can swing big doors!
Our team knows that PPC results are notoriously up and down. From day to day and even month to month, things can spike and drop… even as the overall trending becomes clear over time.
Could the fourth month sustain the results from the previous month?
After continuing ongoing optimization efforts, we saw confirmation that they were indeed on the right track. The fourth month saw a further reduction in the cost per lead (down another 13% to $4.79). Plus, the lead levels remained relatively elevated (at 43) despite hitting the summer search traffic slowdown in June.
