Do you use Google AdWords or are thinking of adopting it as part of your marketing strategy? If so, you should read how we have helped one of our clients reduce their PPC (pay-per-click) spend, whilst increasing the number of leads they generated from their ads. Read on below for the full case study or download a free PDF copy by clicking on the link below.
- Whilst a more holistic marketing strategy will be beneficial for the long-term growth of the company, we identified that Google AdWords was the biggest challenge to tackle first
- The ads were previously pointing to generalised pages and had a very low inquiry rate. Additionally, not having proper tracking in place meant not being able to track the effectiveness of the campaign
- Our highly location-based campaign and ad-hoc landing pages have enabled the client to greatly improve the conversion rate and reduce the ad spend
About Oxford CBT
Oxford CBT is a business established in 2012 that provides high-quality, evidence-based cognitive behavioural therapy treatment and mindfulness courses designed to improve the quality of life. They have three clinics, in Oxford, Birmingham and Reading, as well as offer consultations via Skype worldwide. They support adults, children, schools and employers with challenges ranging from work stress, to problems sleeping, anxiety, low mood and OCD.
Oxford CBT contacted Purple Frog to help them in developing an integrated marketing strategy rather than the current tactical approach. Their core objective is to reach the people who need help in the right locations and without having to wait long times for assessments. To broaden the number of people they support they opened clinics in three locations, and in our exploratory meeting, we uncovered their need to better utilise Adwords to increase their reach for each clinic.
They had already been running an AdWords PPC campaign for a few years, but with no proper tracking set up on their website, they weren’t sure whether they were getting any return on the investment or how to improve the campaign. They could see that they were getting a very high number of clicks for the ads, but could not track whether the visitor submitted an inquiry through the website. Additionally, they were managing the process in-house, and wanted to get a professional analysis of their account.
Their ads were linking mainly to the homepage, so if a visitor was interested in anxiety treatment for adults, they would be redirected to a page featuring all the therapies Oxford CBT offers, including children treatment, employees and schools support, and more. They would then have to search for the piece of information they were looking for around the website, which often meant clicking on a few different pages.
On top of that, because the page was not purposefully-built for the PPC campaign, it didn’t have one clear call-to-action for the user to perform.
As the AdWords campaign was the main challenge for Oxford CBT as well as a major source of leads for them, our focus was to try to improve that aspect of the strategy first, with the goal of reducing the PPC spend and increase the number of inquiries from it. Whilst we don’t regard pay-per-click campaigns as a long-term solution, they are a great way of quickly testing different messages, keywords and pages, which usually help shape the rest of the digital strategy for a company.
After a thorough analysis of their previous AdWords campaigns, the first step was to set up a proper tracking system for the ads, so we could analyse the results of all our actions and use these to continuously improve.
We then reviewed the keywords used and made sure they all focussed around the decision stage of the buyer’s journey, so the users who would search for these would be in a mindset to ask for help rather than just research general information around the topic.
The next step was designing 3 different campaigns around the three clinic locations, Birmingham, Reading and Oxford. Each campaign then had 4 different topics: depression, anxiety, child psychology and mindfulness courses. We created conversion-focussed landing pages for each topic and each location, with lots of calls to action and a form at the end. The design of the page was also made with the purpose of keeping visitors on the page and getting them to convert quickly, with no menu bar at the top, enough information around the company and treatment, a Google Map with their location and a client testimonial.
Each page then had a specific PPC ad connected to it, and the wording of the ad would be based around the most popular keywords and reflect those present in the landing page.
Even though it is fairly early in the campaign and we have only tackled one aspect of the strategy, the results so far have been outstanding. We have managed to reduce their ad spend by 83% compared to previous months (which equalled to over £1,500 saved), whilst still generating an impressive 64 inquiries directly from the PPC landing pages and a total of 104 overall throughout the website.
The conversion rate of the landing pages was therefore significantly improved and the cost per enquiry greatly reduced to only a few pounds.
In the long term, thanks to the tracking we put in place, we will be able to show the return on the investment on the campaign, as well as continuously improve it.
We hope in the future to be able to expand the strategy to other tactics outside of AdWords, such as creating more engaging content, improving the SEO of the website and more.