Before we took over PPC activity, all of Ideal4Finance’s PPC campaigns were directed to a landing page that did not showcase their services properly or align with customer intent. Additionally, the landing page wasn’t optimised for conversions. The process for creating paid search landing pages differs significantly from building organic search pages, and an optimised landing page is the backbone of any successful PPC campaign.

We created campaign-specific landing pages to increase relevance and value for users, which greatly improved the Quality Score of Ideal4Finance’s ads. We also set up reporting frameworks using Google Optimise to conduct A/B testing that determined which features and information performed best and drove conversions.

Once we had a landing page optimised for conversions, we had to get our page in front of the right people. By carrying out thorough keyword research, we were able to filter out traffic with the wrong intent. We also used closed-loop reporting to uncover the keywords that generated the greatest ROI.

Targeting relevant keywords and having an optimised landing page and ad copy further boosted the Quality Score of Ideal4Finance’s Google Ads. Achieving high Quality Scores meant that they were more likely to appear at the top of search engine results, which led to better paid search performance at a lower cost.

As we were constructing our PPC strategy, we realised that we were faced with another challenge: most users had never even heard of Ideal4Finance. Having only run relatively modest PPC activity in the past, the brand hadn’t acquired much equity. We therefore had to start by educating the end-user on exactly who Ideal4Finance is, the unique service they offer, and how it could benefit them.

Within our research, we also focused on the upper funnel, targeting longer-tail keywords that Ideal4Finance’s audience would likely use in their searches during the all-important awareness phase of the sales funnel. This allowed us to introduce the brand much earlier and establish trust and authority whilst edging the user closer to the point of making an inquiry.

Conducting a robust PPC strategy was all very well, but we also wanted to keep Ideal4Finance in the know, ensuring they felt in safe and capable hands at all times. To maintain transparency with Ideal4Finance, we built a personalised dashboard which relayed real-time analytics and conveyed up-to-date information and results. Not only did this help them to gain a better understanding of their campaign successes, but it also allowed our PPC experts to demonstrate success down to specific key terms and showcase where the real ROI was coming from.

We were not simply content with a successful PPC campaign; we wanted to ensure long-term success and future proof against any sudden and unexpected shifts in the market. Using the feedback from the results monitoring and the monthly reports, we could summarise the lead generation campaign and tweak future campaigns to ensure they continue in the right direction.

This was a constant process, involving reacting to the data to ensure we were doing all we could to maximise optimum lead generation.