Overview of the Case Study
Our client is a top diminished value specialist who has served numerous clients in filing claims against their car insurers. The services offered range from providing post-collision inspections that estimate the financial cost of vehicle collisions.
Challenges
- Lower CPA in targeted locations.
- Increase revenue for the top diminished value specialist.
- Increase organic traffic.
- Enhanced lead generation.
The Strategy We Used
1. New Market Research
- Utilized Google Keyword Planner and Ahrefs to uncover new opportunities and review historical search term reports.
- Competition advertisements and websites were researched to identify crucial USPs.
- The seasonal factors of the campaign had to be taken into consideration for budgetary distribution throughout the year.
2. Audit of Google Ads Account
- The original account structure had only pure text ads and no ad extensions. Therefore, the engagement at the user end was not very good.
- Ads irrelevant to keywords lowered the quality scores as low as 1/10 for high-impression keywords and increased the cost per click by 440%.
- Analyzed bidding strategy; found the same flat CPC for all keywords. It did not optimize high-converting terms but inflated the cost for low-converting ones.
3. Website Analysis
- Analyzed user behavior on the landing page through Google Analytics. While session duration and number of pages visited were high, the bounce rate was low enough, less than 30%, yet inquiries were at a minimum.
- Leveraged heatmaps to spot which elements on the site resonated with users and identified areas that needed improvement.
- Drop-off rate tracking showed 99% of users drop off from the inquiry form page, which showed a much-needed bottleneck.
4. Organic Search Campaign
- Design a high-scale SEO campaign to improve the organic traffic and search ranks.
- Technical SEO.
- Executed strategic link-building efforts.
- Improved website content for better user engagement.
5. Google Ads Account Rebuild
- Introduced expanded text ads and ad extensions to communicate services and USPs.
- Ad groups organized in keywords to specific match types, namely exact, phrase, and broad, with tailored ads to reflect the keywords and communicate the essential USPs.
- Improved quality scores; the result was increased ad visibility and a 600% reduction in CPC cost.
- Optimized bid strategies: increasing CPC for top-converting keywords while bidding lower for poor converters.
6. New Lead Generation Website
- Created a friendly lead generation website based on insights into the behavior flow data from Google Analytics.
- Added a short form for inquiries and allowed follow-ups with the staff based on calls.
- Kept the strongest USPs above the fold, backed by insights from heat map analysis, for better engagement.
The Results
40.58% increase in budget, Oct–Jan 2021/22 vs. Oct–Jan 2022/23
609.36% Increase in Online Enquiries
149.28% decrease in cost per conversion.
Expanded operations into several new regions, with further development set to continue.
Organic traffic increased by 238%, and the client ranks number one in Google for many keywords.
This client is now getting so many inquiries that attending weekly meetings is difficult.