2022 VS 2023
50% Increase in SQOs
- Reduced cost per click
- Improved percentage of impression share
- Reduced cost per sales qualified opportunity (SQO)
OPTIMIZING FOR SQO
Restructuring Paid Search
June 2022 - March 2023
PROBLEM
Paid search accounts were generating a lot of leads but optimizing the campaigns for sales qualified opportunities (SQOs) was impossible. This was caused by:
- Competing ad groups and campaigns
- No real structure to the account
- Inconsistencies between ad copy and landing pages
- Sunsetting ad types
- Inconsistent use of UTM parameters in URLs
HYPOTHESIS
Restructuring the paid search ad accounts globally (Google and Microsoft) would allow us to make data-driven decisions on how to best optimize the paid search budget for new business opportunities.
HOW
Started by getting the right people in place first by hiring a new Digital Marketing Manager, Trent Hymas, and agency, Loud Marketing. We worked together to create a strategy for restructuring the Google Ad and Microsoft Ad accounts globally by:
- Organizing keywords, ad groups, and campaigns by region, topic, and funnel stage.
- Removing all expanded ads and replacing them with new ad formats (dynamic and responsive).
- Updating all ad and landing page copy to optimize spend in the ad group.
- Creating a structure for using UTM parameters that would give us the data needed to optimize for sales opportunities.
- Planning a phased approach to rolling out the changes to reduce the "shock" to the system and keep the leads flowing from this very important channel.