PPC Account Optimization Boosts Unique Conversions By 113%

In a highly competitive market, Captivate helped Current Pixel optimize their PPC campaign, decreasing cost-per-click while kickstarting growth.

Key Objectives

Reduce Total Ad Spend

Improve Cost Per Acquisition

Increase Lead Generation Quantity

Widen Reach Outside of Georgia

Project Background

Current Pixel is a media conversion and digitization company servicing local and national markets based in Atlanta. Beginning in 2016, Current Pixel employed Captivate to focus on PPC optimization services. Eventually, we launched their new, SEO-friendly site on March 1st, 2017.

As part of a comprehensive digital marketing program, our agency built a multilayered search marketing campaign for Current Pixel. The goal was to serve their multiple client bases, directing aspects of the campaign towards both local and national markets. The program included PPC campaign optimization and management, as well as ongoing SEO services for CurrentPixel.com.

This effort earned Captivate a Finalist nomination at the 2019 AMY Awards.

Captivate Project Background

The Project Challenge

Current Pixel operates in a very competitive space. They needed to generate a higher volume of conversions at an affordable cost per acquisition (CPA). Before partnering with Captivate, Current Pixel spent over $3,000 per month on both Google Ads and Bing AdCenter. That amounts to a hefty $127.50 per acquisition. That is not what we would call cost effective.

A primary reason for this high cost was that Current Pixel’s Google Ads and AdCenter accounts were poorly organized. Ad groups contained far too many irrelevant keywords, targeting too many users with varying intent. Additionally, because of broad match bidding, Current Pixel’s ads triggered unwanted queries.

We needed to reorganize the account’s campaign and ad group structures, on top of overhauling keyword bidding strategies for precision. Moreover, we needed to relaunch an optimized website.

Key Issues

Disorganized Account Structure

Inefficient Bidding Strategy

Poor Landing Page UX

Wasted Ad Spend

High Cost Per Acquisition

The ROI Focused Solution

To curb wasted spend and dial-in our keyword targets, our PPC experts developed new ad campaigns for each of Current Pixel’s major services.

Within primary ad campaigns, we targeted specific media types and conversion solutions. These smaller ad groups maximized ad relevance and keyword quality score, providing an overall lift to the site’s web presence.

Our account reorganization strategy also included precision-based bidding strategies, ad split testing, and the use of ad extensions.

On a local level, all Google Ads and Bing AdCenter PPC campaigns targeted specific geographic areas in Metro Atlanta. After relaunching the website in March 2017 (containing shipping information and “Ship Your Order” calls to action for better CRO), Current Pixel expanded certain campaigns through the entire state of Georgia.

Captivate Project Bg
Captivate Project Bg
Captivate Project Bg
Captivate Project Bg

The Results

Our strategies found meaningful and measurable results for Current Pixel. Increased ad CTR drove efficiency improvements, with new monthly highs ranging between 8 and 9% CTR for all active campaigns, while popular ads saw 14 to 15% CTR. In a Y/Y summary, these results look at Google Ads KPIs alone.

113%

Increase

Unique Conversions

More than doubled number of unique conversions.

13%

Increase

Click Volume

Increased volume of clicks even with reduced ad spend.

114%

Increase

PPC Call Conversions

Generated more than double the volume of phone calls from PPC.

72%

Reduction

Cost Per Acquisition

Reduced average CPA from $107.75 to $30.60.

48%

Reduction

Total Ad Spend

Cut average cost per click from $4.87 down to $2.48.

49%

Reduction

Cost Per Click

Reduced total ad spend despite increased volume of clicks.

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