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We managed to 5X the budget in a short period of time, while lowering the Cost Per Lead
This brand needed to reduce their CPL while scaling up the overall acquisition operation
First, let me introduce myself: my name is Eyal Dror and I am the CEO of Eyal Dror consulting, a Digital Marketing agency that delivers full-cycle digital marketing services with a special focus on performance marketing. We are experienced professionals in B2C services and retail, who have been working for 5+ years.
We have worked with more than 100 companies from various industries that ranged from small startups to Fortune 500 enterprises.
In this case the client turned to us to revise their PPC strategy and Cost per Lead, while increasing the overall budgets spent, and total number of leads delivered.
Our client ran marketing campaigns with Google Ads on behalf of the brand by utilizing their in-house team, delivering very little leads, with higher than the benchmark Cost-per-lead results.
We started by looking at the technical and creative aspects of the marketing funnel:
We surveyed the campaigns' CPC, CTR, Quality score for Keywords etc.
We then moved on to looking at landing pages, creative material they were using, and more.
Finally, we took a look at the pixel setup, reporting and measurement processes and tools.
This gap analysis provided us with the initial plan needed to bring the account up to speed with our benchmarks.
We then outlined Campaigns and topics which had potential and those that were too costly to be considered in the initial round.
Every week, we had a team meeting with the internal marketing dept. to outline new creative assets, evaluate what worked and what didn't, and lay out the plan for the week.
Each step brought us closer to the needed results, and each week, we increased the spending.
The end results: We lowered the CPL by 53%, and increased the overall budget by 5X (and we're still growing!)
We managed to 5X the budget in a short period of time, while lowering the Cost Per Lead
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Vaughtons and parent company WH Darby’s are a 200 year old business operating in Birmingham’s (England) world famous jewellery quarter. Manufacturers of handmade insignia, specialising in products such as Jewels, Medals, Chains of Office, Lapel Badges, Cufflinks and much more. During their prod history they have made Olympic medals, the FA Cup, and have had commissions from several royal families.
In 2021 Vaughtons approach Delta with a challenge.
In recent years the business had diversified and created new revenue streams. This strategy had produced good results but also meant the business had lost focus and it’s brand identity had been diluted. Up against an increasingly competitive market, offering ever more specialised services and products Vaughtons understood that they need to evolve the business if they were to successfully see off the competition and build for the future.
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