SUMMARY: In today's B2C case study, we look at why a landing page underwent a major redesign, challenging the prevailing conventional wisdom about the customer. After a couple of mishaps with paid search campaigns, the team at firstSTREET also gained valuable learnings about how Google and Bing/Yahoo perform for its audience. The team customized its PPC messages and increased the PPC budget, while driving cost-per-lead down by 20%.
Steve Parker, Vice President, Direct Marketing Division, firstSTREET, will present on this campaign at MarketingSherpa and MarketingExperiments Optimization Summit 2013, May 20-23, in Boston, and for a MarketingSherpa webinar on May 15.
Several factors contributed to our fast-growing PPC spend:
- We're not budget constrained in absolute terms. We'll take all the good quality leads we can get at an acceptable cost-per-lead, assuming the lead conversion to installed tubs stays the same. Many marketers are constrained to a fixed budget amount and focused on efficiency of that spend. We're focused on effectiveness and profitable growth increase.
- Every time we meaningfully increase the conversion rate, our cost-per-lead and cost-per-sale go down. This lets us chase the next level of keywords and other cost-per-action media that was borderline or slightly above our target prior to the conversion rate.
- Our learning about Bing/Yahoo's performance relative to Google certainly boosted spending. We had started using Bing well prior to this case study.However, it was getting very little attention.
Step one was just paying more attention to Bing than simply porting over the best Google campaigns and putting them on auto-pilot.
Step two was leveraging the higher response rates and lower cost-per-lead to be more aggressive on Bing than on Google. This affects keyword breadth, bidding strategy and is just starting to affect campaign themes.
Step three, which is a work in progress, is looking harder at what Bing offers relative to Google and taking advantage of their unique capabilities. This includes some targeting capabilities, testing creative differences and generally treating them as equal to Google in importance.