Case Study: Generating New Leads through AdWords
Type of Site: B2B service company offering background checks, credit checks, and drug screenings to employers.
The Situation: AccurateBackground.com came to 180fusion to get help in reducing the cost of generating new leads through AdWords. As an advertiser in a high-cost industry, they recognized that greater efficiency and lower costs in their AdWords account would help them to capture additional market share, and elected to have 180fusion take over the management of their already profitable account and make the type of improvements that would directly lead to reduced lead costs and increased lead volume.
The Solution: The 180fusion team quickly identified areas of opportunity to both reduce costs and increase traffic within the existing AdWords Account. First, the primary Search Campaign received major adjustments: underperforming keywords and match-types were paused, negative keywords were expanded, and new keyword-rich ads were added to each Ad Group to improve Quality Scores. Next, RLSA, Branded, and Competitor-targeted Campaign types were added to the Account to expand ad coverage across more relevant search queries. Finally, bids and budgets were re-allocated between their different product offerings based on performance and profitability.
The Results: The account rebuild and restructuring processes generated a near-instantaneous boost to Account efficiency, with the average Cost-per-Conversion in the account being cut by over 50% and Total Conversion increased by more than 100% in the first month alone!
Within just 3 months of the initial Account rebuild, the following improvements were made to account performance:
- Click-Through-Rate – Increased by 252%!
- Conversion Rate – Increased by 208%!
- Total Conversions – Increased by 181%
- Cost-per-Conversion – Decreased by 53%!