Small Screen Producer Case Study

The Challenge

Pam Vinje and Mike Isbell initially contacted me through UpWork to assist with some issues surrounding click fraud they were seeing on their accounts and needed advice on how to best handle it. I was able to work through the complex problems by researching what was happening and ultimately solving them with a 3rd party solution. As a result of how well it went, they asked me to review and help manage accounts for their business.

The Process

Responsibilities are as follows:

• Discovery: Identifying objectives, differentiation, and competitors.

• Account Review: Performing an audit in order to assess the current state and needs of the account

• System Integration: Uploading, syncing, and merging with platforms and tools

• Competitive Analysis: Auditing your competitors' PPC activity (keywords & ad copy).

• Advanced Software: Utilizing $25K worth of digital marketing tools and software analysis programs to provide 24/7 optimization and cutting-edge strategic initiatives.

• Keyword research: Identifying optimal keyword targeting.

• Additional Targeting: Identifying additional optimal targeting parameters e.g. geographic, demographic, close-up cities, etc.

• Ad Extensions: Ensuring as much online real estate as possible by including site links, call extensions, local maps, structured snippets, and call-outs.

• Ad Copy w/ Variants: Creating an environment for proper A/B testing to identify engaging and effective copy for the business.

• Remarketing Campaign: As needed basis

• Conversion Tracking: Establishing a high level of visibility of lead attribution in order to measure and increase ROI effectively.

• Negative Keywords: Mitigating low-quality searches to increase CTR (click-through rate) and decrease average CPC (cost per click) along with identifying irrelevant keywords and blocking them to ensure that your ads only show for relevant searches.

• Advanced Scripts: Implementing programmatic fail-safes against 404 issues and performance anomalies.

• Custom Automation: Configuration of machine learning optimization parameters.

• Reporting: Creating and scheduling customized monthly conversion reports.

• Ad Split Testing: Creating/testing multiple ads against each other to ensure we’re always using the best converting ad copy.

The Solution

I've been able to help significantly grow their pool marketing accounts under my guidance and management through consistent feedback and iterative testing over the years to drive down the cost per lead and focus the budget on the best-performing keywords.

I increased conversions 50% while decreasing cost per conversion by 40% in 2021 over 2020.

Mike Isbell, Small Screen Producer

“Efficiency Marketing is our trusted Google advisor. We are a Full-Service Marketing Agency that creates websites, videos, marketing automation and we provide advertising services on Google & Facebook.

We hired Michael 2 years ago to help us improve our Google ads service. Since that time our company has enjoyed improved performance in all Google-related services. Michael and our account manager Adam are reliable and trustworthy experts that are a pleasure to work with. They are easy to get in touch with and always respond in a timely manner.

Our company manages 20+ google ads clients and with the help of Michael and Adam our clients have seen an increase in leads and a decrease in the cost per/lead. I highly recommend Efficient Marketing to any company wanting to improve their Google presence on the web.”

Website

https://www.smallscreenproducer.com

Skills Used

Paid Ads

Industry

Professional Services

Results by the numbers

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