Driving a 178% rise in conversion with PPC for UK vehicle finance leaders
Intro
As a well-known UK vehicle finance company, MSG Cars wanted to further increase its leads with our automotive marketing services and an integrated PPC campaign which also lowered its cost per conversion and increased conversion rates. Koozai successfully helped to improve its PPC project and has delivered a great return on investment.
The Brief
MSG Cars wanted to drive a higher number of completed leads per day and lower the overall cost per conversion to make the PPC account more profitable.
The Challenge
To improve the quality score for keywords, to lower the average cost per click and to increase the conversion rate for the core keywords in the campaigns, improving the click-through rate and average position of ads.
How We Helped
We created nearly 500 ad groups to target all 1,900 keywords effectively at a granular level, driving higher click-through rates and conversions. In addition, we also created 1,200 adverts as part of ongoing split testing of advert text, to further increase the click-through rate and conversions by capturing consumer interest more successfully.
What Happened Next
Extensive keyword research was used to find new target keyword opportunities and uncover thousands of negative keywords to help eliminate waste clicks, reducing the all-important cost per lead.
Google AdWords’ ad extensions feature was used to maximise the value of each ad’s space in the results by providing details of USPs and phone numbers, thus helping us to refine targeting to only the best performing locations at the most effective times.
Success!
Within five months, MSG Cars saw a 178% increase in total PPC conversions and a 198% increase year on year. We also decreased the cost per conversion by 83%, making this campaign extremely successful.
Since Koozai took over our PPC work, we have seen considerable improvements in our click-through rate (CTR), converted clicks and cost per conversion (CPA). Commercially the project has been a great success and has delivered an excellent return on investment.
Jamie Moore Managing Director
- 178% Year-on-year rise PPC Conversions
- 83% Decrease in Cost Per Conversion
- 134% Increase in Click Through Rate
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