In March of 2015, DC Group was averaging over $400 per lead in AdWords. That sort of success rate is not sustainable and doesn’t allow for much growth. Our initial assessment showed several small areas for improving and tightening focus.
Advertising was not being spread among channels at all and was focused entirely within AdWords. We were tasked with finding a more appropriate and cost-effective way to allocate spend. The need to branch out from pay per click (PPC) was pretty obvious, so testing channels like Display/Programmatic Advertising and really diving into digital brand awareness was asked of us.
There were also needed tweaks to campaign settings in AdWords and the keywords being used were too broad. We found that our initial research into the focus of their SEM was spot on, and really prioritizing services and allocating spend appropriately was necessary.
While working with their team, we were looking for ways we could partner on this project and use their expertise in the industry to understand how their potential customers would find them. This saved us time overall and really made our goal of being efficient possible.