which translated into a 105.85% increase in visitors
within a six-month period when compared to the same period in the previous year
and corporate visitors to the website
At a previous agency, Cervus’ paid search pay-per-click (PPC) campaign management had been automated, impacting their quality score optimization and using more budget than necessary to get mediocre results.
Automated campaigns were pulling in high impressions and low click-through rates from an audience that could not be determined as relevant or not.
Without understanding traffic acquisition data, the Cervus team could not improve on previous campaigns, wasting time and budgets.
Once a paid search ad landed a customer on the website, the tracking ended there. Handcuffing the ability to properly optimize the website for customer interests.
Moving the paid search PPC campaigns out of automation allowed our team to manually optimize each campaign for maximum efficiency. The manual approach also opened up much-needed channels of communication about performance and traffic, providing a detailed view of how Cervus’ audience engages with their paid search PPC ads.
Manually optimized campaigns provided improved data insight with massive conversion increases to match.
Relevant keyword engagement was compared to website engagement for an improved approach to ad grouping and ad messaging.
A website technical audit uncovered some issues preventing smooth conversions when users visited from an ad. Improving these issues made conversions simple.
Our deep dive into paid, earned, and organic traffic data and analytics improved ad and website content alike, improving performance in paid search and many other digital marketing areas.