Key results
+64%
reduction in CPA
+162%
conversion rate
+105%
click-through rate
Alfresco™ delivers innovative content management solutions that connect, manage and protect its clients.
Overview
Project
As Alfresco’s business grew and expanded overtime we were tasked to review their current Google Ad strategy and to streamline their ad account to bring them in line with their new vision whilst improving their performance.
A full Google Ad account review was needed, including new ad copy for each campaign and a new account structure. The main focus was on improving the cost per conversion as this was relatively high and increasing over time.
Snapshot:
Client: Alfresco
Region: UK
Campaign Focus: Lead Generation, Cost Reduction
What we did
The Growth Opportunity
Alfresco’s ad account was very large and previously had a lot of input on how it should be run from lots of different stakeholders. We needed to step back and focus on what campaigns were driving conversions and had the potential to drive conversions in the future and focus on these rather than on campaigns that were there, due to historical reasons.
After undertaking a full ad account review we split the campaigns into the following groups:
- Group 1: High converting & low cost per conversion
- Group 2: Low converting & low cost per conversion
- Group 3: High converting & high cost per conversion
- Group 4: Low converting & high cost per conversion
Once we did this we were able to start making changes to the campaigns to improve the overall account’s performance. We focused 75% of the ad spend on group 1 and 2 as these had the lowest cost per conversion and we wanted to make sure they were getting as much traffic as possible, as well as using other techniques to improve conversions. With group 3 we worked on reducing the cost per click and click through rate by optimising the target keywords and with new ad copy to improve the cost per conversion. With group 4 we paused these campaigns.
The Results
Since streamlining the Google Ad account we have reduced the cost per conversion from paid traffic by 64%.
Reduction in CPA
Lower cost-per-acquisition meant higher ROI for the business.
+64%
Increase in conversion rate
Conversions are the name of the game for Alfresco, meaning more business coming through.
+162%
Boosted click-through rate
By clicking through fully, leads became high value for specific call to actions.
+105%
Why It Worked
By focusing on improving the performance of the campaigns that performed well previously, as well as, optimising the ones that had the potential to succeed, it allowed us to increase the paid traffic conversion rate by a staggering 162% comparing the same quarter year on year.
And, by improving the ad copy, it has led to the click through rate increasing by 105% and the cost per click by 58%.
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