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For Problem 1: Click-to-call events have decreased significantly while actual calls have remained about the same, and form submissions have increased 65% since implementing this strategy (which effectively cut the cost-per-form-submission by 35%).
For Problem 2: Bing Ads has been amazingly successful for this client, and drives about 10-15% of the traffic, with a lower conversion cost than Google Ads.
This is a long-standing client that I have been working with for some time. Several months ago, the client came to me with two issues: 1, the click-to-call events from Google Ads weren't leading to many actual calls and they needed more form submissions; and 2, they needed more traffic.
For Problem 1: After ensuring that the tracking was working correctly in Google Tag Manager, I did some digging into the campaigns that had the largest number of click-to-call events. The events seemed to be coming mostly from the display campaigns, and after doing some digging into these campaigns, I saw a lot of click-to-call events from sources that didn't seem like they would convert (like international calling apps)--so these people were likely clicking on the phone icon on the client's website, but not actually calling. I ended up changing the campaign settings to optimize for form submissions and click-to-email events.
For Problem 2: Because Bing attracts an older, more affluent audience, I suggested testing out Bing Ads to see if we could get more traffic and a lower CPC and lower conversion cost.
For Problem 1: Click-to-call events have decreased significantly while actual calls have remained about the same, and form submissions have increased 65% since implementing this strategy (which effectively cut the cost-per-form-submission by 35%).
For Problem 2: Bing Ads has been amazingly successful for this client, and drives about 10-15% of the traffic, with a lower conversion cost than Google Ads.
Paid Ads,Paid Ads
Real Estate
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Pollogen is a subsidiary of Lumenis, which means they are promoted on the same keywords, so we needed to understand in each country which keywords to target. Also, because of the long procurement process, we had to define a qualified lead to calculate ROI.
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