The Benefits of Real-Time Paid Search Campaign Adjustments for Best Results
The Client:
A large chemical supplier with chemical plant locations across the country engaged tSunela in 2013 for help with a paid search campaign. They initiated the campaign to garner long-term, big-budget contracts from new sources of business. However, they were targeting the entire U.S., 24 hours a day, 7 days a week, with a very generic campaign and a budget far less than their top competitors. tSunela suggested more specific parameters for the campaign and a budget increase.
The Challenges:
The internal team listened to tSunela’s suggestions, but ultimately decided to keep the same budget and to continue targeting the entire U.S, 24/7. In addition, the client’s digital marketing department was experiencing significant turnover so points of contact were always in flux. Despite these challenges, tSunela achieved an average click-through rate of 1.73% which resulted in the collection of 221 interest forms. The problem, though, was that these inquiries were not coming from priority prospects. From this effort, the company received approximately one piece of one-time-purchase business per month.
The Solution:
Once the new internal team was in place, tSunela met with them to discuss the current situation and recommendations for improved results. This time, the team was open to tSunela’s suggestions. First, tSunela refined the geography targets to a 250 mile radius around every chemical plant in the U.S. When this only accounted for a minor increase in inquiries, tSunela refocused geography targets to only include states in which priority prospective customers were headquartered and top potential growth states. The paid search campaign was also adjusted to only run Monday through Friday during peak business hours. These adjustments helped stretch the budget and more precisely target the campaign for greater potential payoff.
The Results:
The combination of campaign refinement and the client’s cooperative and flexible attitude resulted in a click-through rate increase to 2.47%. In just a three-month period, 168 inquiry forms were completed (compared to the 221 forms over the course of the entire year in 2013). More importantly, however, the quality of the leads had significantly improved. The company was now executing multi-year, 7-figure contracts with new customers. Through educational discussions and campaign refinement, this paid search campaign evolved into a significant revenue generator for the company.
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