Location: Mississauda, ON, Canada
Bio: TripSpark Technologies is a people transportation technology company focused on helping mid-sized public transit agencies and private operators achieve their operational goals.
The challenge was straightforward — the client wanted more leads at less cost, and more opportunity value. A tall order for any company to deliver on. However, this wasn’t our first rodeo when it came to generating more cost effective leads for a software company. So we got to work on our strategy with these goals in mind.
We began our efforts how we often do, from the foundation. How were the campaigns built? What are they tracking? What does the targeting structure look like? These questions and many more allowed us to quickly identify what was missing and what needed to be changed in order to quickly start seeing improvements
Impact Targeting: We thoroughly reviewed which keywords, geos, and ad schedules were making the most impact positive or negative in terms of cost, leads, and opportunities. We made significant changes to keyword targeting, match types, bids, geo-bids, ad-schedules, and negative keyword lists, to ensure our targeting was as refined as possible.
Updated Ad Copy & Format: We reshaped all ads to match searchers intent. We bolstered the ads themselves utilizing every inch of real-estate Google and Microsoft would permit with updated ad types, ad extensions, and proper bidding.
Test, Test, Test: The last but certainly not the least piece to driving results has been the never ending testing. Whether it is ad copy, new keywords, or the landing page we were constantly testing to improve. With our well outlined testing process, we were able to quickly identify winners and losers as well as strategically get new tests up and running.