PPC and SEO Campaigns Deliver a 239% Leads Increase for National GPS Fleet Tracking Company.

Objective: Grow active client contracts through an integrated, high-performance paid search marketing and sales plan.

Method: Our PPC management team closely collaborated with the fleet company’s internal marketing team to plan, execute, and manage a comprehensive Google Ads paid search (PPC) strategy that would consistently deliver a steady stream of targeted leads to the sales team.

Through access to the company’s historic PPC campaign performance, our team conducted the following audit to build a digital marketing strategy leveraging the most effective elements of PPC and SEO campaigns, while funneling ad spending away from lower-performing campaigns.

1. Campaign structure
2. Keyword performance
3. Ad copy relevance and brand alignment
4. Landing page effectiveness
5. Competitive landscape
6. Bidding and targeting strategies

Upon completion of the technical audit, our digital marketing experts optimized Google PPC advertising performance and assumed responsibility for the campaign’s day-to-day management.

• Target CPA bidding. We used target CPA bidding to define bids and budgets to align structured PPC and SEO campaigns by tolerable CPA product/service categories. Calculating and setting the target CPA was determined by PPC lead closing rates and average contract value.
• A/B split testing. Our team isolated testing variables to leverage the most effective elements of copy and creative and tested their performance.
• Negative keyword management. Irrelevant, duplicated, or unspecified search queries were eliminated to shift the focus of ad spending on high-performance keywords to cut costs.
• Real-time bid management. We leveraged Google Ads’ machine learning and smart capabilities to efficiently respond to optimal targeting settings such as device type, geographic, demographic, dayparting, and audience targeting.

Throughout the year, AIS Media’s incremental and strategic paid search services such as optimizations and Google PPC advertising, improved both quality score and ad rank. This enabled the fleet tracking company to reduce its annual ad spend while maintaining sales lead goals.