Mediative’s client, Ruby Receptionists® has provided personalized live, remote receptionist services to small businesses throughout North America since 2003. During 2016, Ruby collected Salesforce data and identified several verticals that showed the strongest opportunity to convert leads into sales. They wanted to capitalize on this through Mediative’s PPC efforts moving into 2017.
Ruby’s AdWords account had an existing search campaign, however due to its poorer performance relative to the other non-branded campaign in the account, it was only activated when additional budget permitted. With Ruby’s new request, the challenge now became finding ways to target individuals by vertical that provided higher conversion volumes at a lower cost than the current vertical campaign.
To meet this challenge we revamped the current vertical search campaign by updating the keywords, ad copy and landing pages to include vertical specific keywords, increasing ad and landing page relevance across the campaign. Prior to the revamp, the ad copy and landing pages in each vertical specific ad group was very generic and didn’t cater to vertical specific searches.
We then applied our learnings from this campaign to a similar campaign on LinkedIn, targeting each of the verticals and using the same vertical specific landing pages as with the Google search campaign. Due to LinkedIn’s very precise targeting, we were able to serve ads to large groups of vertical specific individuals, expanding our reach and conversion volumes, and converting at a much lower cost.
- After one month of testing and optimization, the conversion rates of the vertical search campaign increased 500% and CTR’s saw a 30% increase.
- After three months of testing and optimization, the LinkedIn campaign not only resulted in 380% increase in conversions compared to the vertical campaign in Google, but the campaign captured these conversions at a CPA 54% lower than the average CPA from the vertical campaign in Google.
- In addition, MoM Ruby’s Lifetime ROAS saw a 43% increase and YoY saw an 87% increase.
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