PPC Management Campaign Case Study – Forza Finance
In today’s digital marketing landscape, Pay-Per-Click (PPC) advertising plays a crucial role in driving traffic, increasing visibility, and accelerating conversions. This case study encapsulates the transformative two-year journey of Forza Finance, a prominent player in the car finance industry, during a strategic PPC campaign.
Background
Forza Finance had a clear mission in mind: over the course of two years, they wanted to ramp up their Google Ads reach. The mission wasn’t just about scaling up, so we made sure every pound spent was worth it. The goal was to optimise the campaign to the highest degree, striving to keep the cost per lead as low as possible.
Strategy
Armed with best practices gleaned from our extensive experience in the automotive PPC market, we embarked on a mission to transform Forza Finance’s PPC performance. Key strategic interventions included:
Implementation of Effective Programmatic Bidding: We leveraged programmatic bidding techniques to maximise ad impact and reach the most suitable audience segments.
Granular Campaign/Account Structure: We adopted a granular approach to campaign and account structuring, enabling more precise targeting and better management of ad placements.
Optimisation of Landing Pages and Customer Journey: We improved user experience by optimising landing pages and streamlining the customer journey, enhancing the likelihood of conversions.
Continual A/B Testing and Optimisation: We implemented ongoing A/B testing of ad variants and optimised ad copy to improve ad performance and engagement.
Custom Audiences and Segmentation: We created custom audience segments to deliver more personalised and effective ads.
Leveraging New Google Ads Features: We quickly adapted and optimised newer Google Ads features such as Performance Max to stay ahead in the dynamic PPC landscape.
Results
Over the two-year period, the PPC campaign significantly boosted Forza Finance’s digital performance:
Conversions: We observed a whopping 460% increase in conversions.
Cost per Conversion: Cost per conversion was reduced by 37%, demonstrating improved cost-efficiency.
Conversion Rate: Conversion rate improved from 3% to 10%, indicating enhanced effectiveness of the ad campaigns.
Click-Through Rate (CTR): CTR jumped from 1% to a remarkable 11%.
Conclusion
The last two years stand as a testament to the power of strategic and consistent efforts. Through the implementation of industry best practices and innovative strategies, we managed to substantially increase conversions while reducing the cost per conversion, maximising Forza Finance’s return on investment.
The journey with Forza Finance doesn’t end here. We remain committed to innovating, testing, and optimising our strategies to ensure that the company continues to outperform in the dynamic and challenging PPC landscape.
Stay tuned for another update on the project in 6-12 months time but in the meantime why not check out our other case studies or our Digital Marketing for the Automotive Industry page with more specific details on how we can help your business.