Just because you can do more, doesn't mean you should.
Recently I had to have a reality reset with one of my long-time online retail clients. This client loved testing platforms, loved testing tech, and had stretched their budget to the breaking point by spreading it across too many platforms. The result? With my guidance, we decided to cut out some noise. We paused all activity on three platforms and transfered budget to where we were seeing high ROAS - Google, Microsoft, and Meta. I also went ahead and refreshed those platforms' ad copy and assets, taking into account our new bigger budget, and SQR keywords that were converting in 30 day lookbacks. The result? Huge wins in sales and ROAS.
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I'm a firm believer that high tides raise all ships.
With a law firm client, we saw results across NB and branded campaigns with the inclusion of upper funnel programmatic. The client saw a major increase in phone call leads and CTR as programmatic steered higher quality clients to the site with brand awareness tactics focused on geotargeting and placement. While still an upper funnel strategy, programmatic drove significant performance wins for my client on the back-end.
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I love crossover work! SEO can be a powerful keyword tool for SEM - informing digital marketers of opportunities for keywords we've never utilized. Recently I was able to build a list alongside an SEO colleague of paid keywords that converted versus SEO keywords that garnered clicks for a finance client. At least 78% of the keywords were shared between both tactics, but 22% of the SEO terms were keywords I'd never bid on. Next steps? I incorporated those un-used keywords into our campaigns and saw real growth on the paid side of things.
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Huge wins with Google Ad's new Channels beta!
I wanted to better understand why my healthcare client's Pmax campaigns weren't as efficient as I expected them to be. I found we were opted in for the Channels beta, so I decided to deep dive into where and how we were driving leads. One click and I realized the problem - display was driving the majority of leads; not discovery, search, email, etc. I was able to pause pmax and build out complimentary display campaigns that ended up driving up leads while keeping budgets stable, which in turn lowered CPLs. This was a great win for the client and future pmax reporting!
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Paid Search Lead Volume Initiative
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