PPC Case Study SEO Cycle

The Objectives:

SEOCycle’s primary objective is to generate high-quality inquiries for website design services within the Sydney area. They aim to focus on conversions that are highly relevant to their core offering—website design—while filtering out any irrelevant leads. The company does not prioritize the quantity of leads but instead seeks quality over volume, ensuring that each inquiry is genuinely interested in their website design expertise. By targeting the right audience through refined PPC campaigns, SEOCycle aims to receive phone calls and contact form submissions from businesses in need of professional web design services.

The Approach:

To meet SEOCycle’s objective of generating high-quality leads for website design services in the competitive Australian market, we implemented a detailed and structured PPC strategy, with a focus on targeting the right audience and ensuring high conversion quality.

Our approach included the following steps:

• Comprehensive Keyword Research & Strategy
  1. Conducted in-depth keyword research specifically related to website design services, ensuring relevance to the client’s offerings.
  2. Finalized keywords with the client’s approval, making sure they were highly targeted for website design and not related to SEO or other services.
• Landing Page Development
1. Created a dedicated landing page focused exclusively on web design services, separating it from the client’s core SEO services.
2. Ensured that the landing page content was tailored specifically for web design to maintain high Quality Scores and relevance.
• Search Campaign Setup & Ad Creation
1. Launched a search campaign with targeted ads aimed at businesses looking for website design services in Sydney.
2. Crafted compelling and relevant ad copies using responsive search ads to ensure maximum engagement.
3. Implemented key ad extensions, including:
   • Sitelinks Extensions (to highlight specific services)
   • Callout Extensions (to emphasize unique selling points)
   • Call Extensions (for direct inquiries)
   • Structured Snippet Extensions (showcasing service offerings)
   • Business Logo and Relevant Images (for brand recognition)
• Addressing Core Service Mismatch
  1. Recognized the challenge that SEOCycle’s core service is SEO, but they were looking to generate leads for web design.
  2. Managed and adjusted the campaign by excluding auto-optimization and Google’s recommendations, as Google Ads often suggested changes related to SEO, which were not aligned with the client’s objective.
  3. Carefully monitored recommendations and adjusted bids, targeting, and ad copy to ensure a focus solely on web design leads.
• Conversion Tracking Implementation
  1. Set up comprehensive conversion tracking for all valuable actions:
     • Phone Calls: Enabled call conversion tracking to capture leads from phone calls initiated directly from the ads.
     • Contact Form Submissions: Tracked form submissions from visitors who filled out the contact form on the dedicated landing page.
     • Email Inquiries: Monitored leads who contacted the client via email, ensuring all potential inquiries were captured.
  2. Ensured proper setup of goals in Google Ads to track these conversions and provide actionable insights for performance optimization.
• Ongoing Campaign Monitoring & Optimization
  1. Managed the campaign from October 2020 to till date, continuously optimizing to ensure high-quality lead generation.
  2. Tried various campaign types such as Dynamic Search Campaigns and Performance Max campaigns to maximize reach and performance.
  3. Regularly reviewed and refined search terms, negative keywords, and adjusted ad copies based on performance.
  4. Monitored conversions, impressions, and click-through rates to refine targeting and enhance ad relevance.
• Constant Refinement & Client Satisfaction
  1. Due to the competitiveness of the industry, the campaign was designed to bring in fewer but more qualified leads.
  2. Even though the volume of leads was not large, SEOCycle was extremely satisfied with the quality and relevance of the leads they received.
  3. Continuous adjustments were made to keep the campaign in line with SEOCycle’s goals and business model.

Through careful targeting, keyword management, continuous optimization, and robust conversion tracking, we ensured that SEOCycle received valuable leads for web design services while avoiding irrelevant inquiries.