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There were many improvements made to the account. The CPA was reduced by 15% while the CTR was increased by 618%. Appointment requests were up 60% and phone calls were up 48%.
Reduce CPA while increasing phone calls, and conversions (appointment requests). We were using the client's website which was not conversion optimized and had many places to navigate away.
I was the project manager and PPC strategist. We evaluated traffic, CPC, conversions, etc. over the course of a year and evaluated what competitors were doing. A conversion-optimized landing page was created for each set of services. Copy was tailored to specific services and optimized to encourage phone calls and appointment requests.
The PPC campaigns were restructured to match landing pages and increase appointments. Adjustments were made to reduce costs and improve click-through.
Skills used were CRO, PPC, and copy writing.
There were many improvements made to the account. The CPA was reduced by 15% while the CTR was increased by 618%. Appointment requests were up 60% and phone calls were up 48%.
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Andrea joined Fellow as the Director of DTC eCommerce - a Series B, coffee gear startup in San Francisco. She led the eCommerce B2C business, responsible for the P&L, eCommerce marketing and website product roadmap.
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