About the Client
The client, is a wholly-owned subsidiary of the largest telecommunications company in Japan and one of the largest worldwide. It is India’s leading Managed Hosting and Multi-Cloud Hybrid IT solution provider serving more than 2000 enterprises globally. Headquartered in Mumbai.
Key Challenges
Sustainability and Growth
• To improve the visibility of our client’s website.
• To generate cost-effective qualified business leads.
• Despite being a leader in India, their online marketing and lead generation results were not
growing at par.
• Time was running out due to growing competition from other players.
• Looking for a solution through PPC that would work in tandem with their offline marketing.
The Planning
Digital Strategy
• Start with Pay-Per-Click (PPC), Display Advertising & Management.
• Capture information from visitor’s data for deep analysis & insights.
• Focus on lead generation.
Our Approach
• Developing a PPC and display advertising strategy.
• Extensive competitor and keyword research.
• PPC Campaign setup, display advertising creative and ad copy development.
• Performing landing page deployment and testing along with quality score & performance audits.
• Bid management, optimization and analytics-driven ROI.
The Solutions
1. AB Testing Ads
We focused our efforts on improving the Ad relevance, average position, CTR, etc., by implementing diverse tactics on a weekly/monthly basis such as:
We utilized the latest platform and system to ensure that the winning ad chosen in our split-tests is the one that contributes the most to the bottom line. This strategy turned out to be extremely effective.
2. Negative Keywords
Negative keywords play an important role in maximizing the profitability of any PPC campaign. We used various tools & techniques to identify the negative keywords for each campaign in the PPC accounts.
With this, we saved thousands of dollars per month on wasted search traffic for our client.
3. Increasing Keyword Quality Score
We were successful in improving the keyword quality score as we aligned them with the right landing page and Ad copies.
This enabled us to improve the ad position and reduce cost per click (CPC).
4. Landing Page Testing
After brainstorming with the client, we created a variation of an existing landing page to capitalize on the new campaign. This resulted in considerable growth in conversion rate, allowing us to bid more per keyword and dramatically improving the profitability of the account.
Performance Snapshot
About DG7
DG7 Solutions is an analytics-focused, research-based consulting partner for medium and large organizations offering end-to-end Digital Marketing Solutions.