At Digital Strike, one of the most gratifying parts of what we do as a team is coming together to create breakthrough solutions for our clients.
Oftentimes, under the right conditions and circumstances, the solutions that we provide produce returns that even we could not have anticipated.
The following is one of those times.
A History of PPC Skepticism
A respected member of the National Mobility Equipment Dealers Association (NMEDA), A&J Mobility boasts five locations throughout Wisconsin as the state’s leading dealer of wheelchair-accessible vans and other mobility equipment.
Just prior to the summer of 2019, their team expressed to us the need to acquire more leads online from prospective buyers. More than that, A&J also wanted to generate those leads at the most minimal average cost possible, and then incorporate a way in which the lead data could be incorporated directly into their CRM system.
Traditional media had worked well in the past, they said, but through their own research, A&J also knew that a considerable number of competitors were pulling ahead in the arms race thanks to digital marketing — particularly paid advertising on Google.
Deep down, management was fully aware that a digital presence was needed, but understandably, there was still skepticism regarding how quickly and to what extent a type of marketing unfamiliar to the organization could improve their bottom line.
Over the years, A&J Mobility had cultivated a reputation for unsurpassed customer service and products that are meticulously customized to fit each of those customer’s specific needs — which have combined to earn the company more than 300-plus five-star reviews online.
This reputation moved the needle through older forms of advertising. Now it was time to apply that recipe for success in the digital space.
PPC Campaign Optimization
We started by building out a number of campaigns in a new Google Ads account, each segmented to fit one of A&J’s five locations throughout Wisconsin: De Pere, Eau Claire, McFarland, Richfield, and Valders.
With each campaign, the idea was to capture a high percentage of clicks from only those people whose need for a wheelchair-accessible van was immediate enough to inspire them to take specific action while on the A&J website, such as a phone call to the dealership or a form submission to request a meeting with a member of the sales team.
This would be accomplished by incorporating the three essential ingredients of PPC success:
- Researching and implementing the right keywords
- Write keyword-oriented ad copy that all highlighted what makes the A&J brand unique
- Divert the traffic from the ads to a well-optimized landing page that converts visitors into qualified leads
The new Google Ads campaigns were activated in mid-June. Over the next six weeks, they accrued more than several thousand dollars in click costs, but results were stagnant.
The overall conversion rate was only 1.5% — well below the industry average — and we were spending roughly $220 per conversion.
Exasperated, both parties agreed that something further had to be done.
We had selected keywords that were confirmed as being used by A&J’s target market. The quality of the traffic originating from the campaigns was high.
The copy of the ads matched up with that of the site, and the data indicated that each ad was receiving clicks from the right people. As a result, we also knew, without a doubt, that the right people were landing on the site after clicking through our ads.
Everything we look for checked out. The problem had to be elsewhere.
Re-evaluating the page upon which this paid traffic was landing revealed the root cause.
Problem
A poorly optimized landing page that gave too many options.
Solution
A new landing page designed with a clear goal and path to convert.
Results
PPC conversion rate increased by 530% and significant $$ saved.