Challenge
Insight Schools was running PPC campaigns on Bing , but conversion rates were significantly lower within AdCenter campaigns. By developing custom landing pages for niche keyword groups, Anvil could improve relevance of each landing page.
Strategy
Landing pages were build for all PPC activities that mapped to each market as well as the top keyword themes that had been established within the PPC campaigns for both Google and Bing. Bing campaigns were critical because although they drove less volume, average cost per click was roughly half the cost of CPC’s on Google.
Results
Over the past four months that keyword-specific landing pages have been implemented, Bing campaigns saw an 82% increase in conversion rate while decreasing the cost per lead by 31%. Cost per lead is now 48% lower in Bing than in Google for PPC traffic with a 7% higher conversion rate.
URL:
Insight Schools
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