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Grundfos Paid Traffic Strategy Case Study

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Case Study The Revenue Marketing Consulting Firm The Challenge Grundfos knew that paid traffic was a good strategy for getting more leads based on running a first successful demand generation strategy in 2015. The average conversion rate for others bidding on plumbing / pumps keyword segments in 2016 was 2.2%. On February 19th 2016, Google stopped showing AdWords ads on the right-hand side of the search engine results page (SERP's). With this change and along with their current paid strategy, the client saw an overall increase in cost per click, a decrease in impressions, and a significant increase in cost per lead. This ad placement change drove up the average cost per lead which ranged from $65 – $500 depending on the product and keywords within the campaigns ad groups. The Pedowitz Group | | Call us at 855-REV-MKTG | @revenuemarketer In order to increase net new leads and optimize the campaigns, our inbound specialists ■ Conducted competitor and keyword research ■ Examined the account structure and campaign settings ■ Evaluated the geographic and search term data and reports ■ Evaluated the client's website and coached on the creation of unique landing pages – if necessary – to generate an optimal visit-to-lead conversion by allowing multiple exit points not associated with the Call-To-Action ■ Examined the client's funnel and sales requirements for quality leads ■ Added video to landing pages after evaluation ■ Utilized video campaigns within YouTube and Google content network to target competition and DIY traffic ■ Created and initiated geo-based campaigns (discovered some areas where the average cost of leads was too high, so we limited the cities where those leads cost too much) ■ Added in new Affinity and In Market audiences to reach new campaigns, countries and languages

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