Challenge
PeopleFinders had seen significant PPC success in the past, but additional competition entering the marketplace in the past 2-3 years made it challenging to continue to drive a high volume of PPC conversions at an acceptable cost-per-acquisition (CPA).
Strategy
Working with the PeopleFinders’ team, Anvil employed a multi-pronged strategy to increase conversions while maintaining stated cost-per-acquisition (CPA) and return-on-investment (ROI) goals. This strategy involved an account overhaul, restructuring existing campaigns into extremely granular campaigns and ad groups, allowing for better control over bids and budgets. Anvil also employed the use of broad match modifier keywords, sitelink extensions, and dynamic search ads to improve ad relevance and click-through-rate.
Results
- In the first 10 months of Anvil’s management:
- Average monthly conversions increased 374%
- CPA decreased 37% due to the improvement keyword quality score as a result of the account restructure
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Case Study
Read how Anvil helped the Cork Forest Conservation Alliance (CFCA) Increase Brand Awareness through the Use of a Google Grant.