Cost per Lead became more efficient 75%
Miro Consulting specializes in Oracle, Microsoft, IBM, and Adobe software audit defense, contract negotiation, subscription, and license management for businesses. Miro’s goal is to help businesses understand and manage their software licensing agreements and software asset management.
Since 2000, Miro has helped hundreds of clients worldwide to optimize their total cost of ownership and has overseen $1.5 billion in licensing transactions. However, converting enterprise clients online is not a simple task. It is crucial to know how and what these businesses are searching in order to optimize the best paid search campaign.
Upon the successful account restructure, Big Drop was able to improve the cost per conversion and the conversion rate for submitting a lead form – all in less than 90 days. Additionally, the strategy built around relevant ad copy matching with relevant keywords and landing pages yielded an improvement in ROI.
“Looking back, I should have contacted Big Drop from the beginning, as I believe it would have greatly sped up our efforts.The Big Drop team were responsive, insightful, knowledgeable, and creative in facilitating my company’s needs. As such, I can’t stress how much I recommended that companies seeking a competent, qualified and cost effective SEM firm should hire Big Drop.” – Shawn Donohue, VP of Marketing at Miro Consulting
Miro Consulting struggled to both attract and convert enterprise clients on their landing pages. They also struggled to determine how potential clients were getting to their site. They were also mis-managing their AdWords account and were overpaying for form fills.
Big Drop was tasked with four main objectives:
Miro Consulting specializes in Oracle, Microsoft, IBM, and Adobe software audit defense, contract negotiation, subscription, and license management for businesses.Shawn Donohue VP of Marketing at Miro Consulting
Big Drop grouped keywords and ad groups thematically to provide the most organized, efficient campaign structure.
In order to successfully target searchers at all stages of the marketing funnel, it was essential to build out keywords across multiple different match types. This ensures a wider net of search queries will be captured.
Big Drop created ad copy that was both relevant to the user’s search query as well as the page the ad was sending users to. This is crucial to ensuring an optimal ad rank and provide the best chance for a conversion.
In order to count each action a user took on the site, it is important to properly set up conversion tracking. Miro had conversion tracking set up, but it wasn't installed properly and this led to data discrepancies. With proper installation, Miro was able to understand trends and conditions that proved optimal for conversions.
Big Drop knew that improving the Adwords quality score and bid would affect Ad rankings. The bid can be lower if the quality score is higher, so Big Drop applied this principle when reorganizing the account.
The first step in account restructuring was segmenting out Miro's campaigns by match type and group keywords thematically into ad groups. This was extremely important as it is the best way to optimize campaigns. The second step was to properly set up conversion tracking in order to determine exactly how many leads were generated, and what steps users took before converting.
Lastly, Big Drop focused on improving quality scores and cost per lead by implementing a bid strategy. Working with our dedicated Google reps, we built and optimized a bid strategy that helped maximize our conversion opportunity. Additionally, we improved ad rank by increasing our quality scores through the bid strategy.