Case Study #3: “4 Times More Leads for ½ the Cost”

The Website: UKMigrationLawyers.co.uk

The Problems:

• All the traffic was arriving to the same page and this page wasn’t relevant to everyone. Most people were leaving the site without taking action, and our client was paying for all this traffic.
• The ads this client had were really bad, and they were getting no clicks.
• This client was using beginner’s bidding tactics, which caused them to pay too much for their traffic.

What We Did:

• We identified their main traffic segments. We created a landing page for each of these segments and starting sending people to the right landing page according to their needs. Visitors are now taken to the right landing page according to the keywords they search for and they are shown a marketing message that is tailored to their needs. Different groups of people need different marketing approaches.
• We tested over 650 ads, learned what worked and what didn’t work. We finally picked the winning ad and that’s the one we currently use. The new ad performs 61 times better than the old ad.
• We started using advanced bidding tactics and we figured out the perfect bid for each keyword. This allows our client to get as much traffic as possible paying as little as possible.

The Results:

• The conversion rate multiplied by over 4 (this client gets 4 times more leads now).
• The click-through rate (CTR) multiplied by 61, which dramatically decreased the campaign costs.
• The cost-per-click (CPC) dropped from $0.82 to $0.37.

The Proof:

Conversion Rate increased from 4.12% to 18.52%.

CTR increased from 0.19% to 10.37%.

Cost per Click dropped from $0.82 to $0.37.