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GET A PROPOSALChallenges
To understand the target audience
The first challenge was to understand the target audience and their demands.
To make sure landing pages look good
The second task was to go over all of the landing pages and make sure they wouldn’t irritate the users.
To Prevent ad fatigue
The third challenge was to make sure that the audience didn't see our advertising too often, so that they didn't become irritated or tired of it, and so that we could engage more leads.
To Conduct A/B testing
The fourth challenge was to carry out comprehensive testing with different creatives to determine which kind of content is most appealing to our target audience.
What we've done
- Created exclusion audiences based on active users from CRM (so the client stopped wasting ad budget on their existing customers);
- Implemented more widen negative keyword lists;
- Paused ads with certain keywords that weren’t performing well;
- Removed broad match keywords and replaced them with phrase match (we took full control of search terms and decreased spending on irrelevant search terms);
- Fixed geotargeting (turned off audiences with low conversions).
The Results
4.5x
Decrease in Cost Per Demo
21%
Reduction in Google Ad budget
12%
Increase in conversions
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