Prior to our intervention, the account had only one search campaign that was not divided into ad groups and with keywords in BMM that resulted in unnecessary costs and traffic that was not always relevant to the business. After taking over the management of the account as of September 18, 2020, we restructured the search campaign with different ad groups according to theme, taking advantage of dynamic ads and improving the keyword structure (phrase or exact). In addition, we set up a remarketing campaign for all those who had visited the site without filling out the form. Although converting from display is quite difficult, we also converted from this campaign by making the message visible to users who had already been in contact with us. Through the Display campaign we also collected View-Through conversions (i.e., from just impressing the banner but not interacting with it)
During the Search Campaign, there was a notable increase in the number of forms received, with a significant improvement in the Click-Through Rate (+11.71%). The Cost per Form was efficiently managed. Additionally, the campaign successfully drove more relevant traffic to the website, enhancing its overall performance.
+13 forms (10 after clicking to the campaign and 3 Conv. View-through) from users who were not previously re-targeted
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