Dynamic PPC Landing Pages: In efforts to increase conversion rate, lower cost per acquisition, and improve quality score, we implemented PPC dedicated landing pages to begin A/B testing for their top campaigns. In this case, we went a step further and implemented dynamic content based on their search query to increase the relevance throughout their experience.
Spanish Search Campaign: To grow lead volume for AeroCare, we expanded our reach by targeting Central and South America with Spanish keywords, ad copy, and landing pages. This localized the experience to non-English searchers.
Time of Day Specific Ad Copy: Due to the urgent nature of AeroCare’s service, people are searching their keywords 24 hours a day with the need to speak with someone. To improve conversion rates and to shorten the quote process, we created automated rules to switch out ad copy in the evenings to drive phone calls, letting searchers know a Case Manager is available 24/7.
Our favorite part – the results. After just 3 months, AeroCare’s campaigns transformed. The time specific ads and dynamic landing pages increased conversion rates by 58%, allowing us to increase aggressiveness on the top performing keywords. Next the Spanish campaigns allowed us to capture an additional market with much less competition – adding to the 33% increase in lead volume at half the cost per lead. Each of these tactics contributed to an increase in efficiency of cost per click, cutting AeroCare’s media spend by $112,000 in 3 months. With the increase in lead volume, there was an 18% lift in revenue. All in all, the campaigns generated an 83% increase in ROI.