CASE STUDY

modernb2b.co

GOOGLE PPC OPTIMISATION REDUCES AD SPEND BY 53%

CASE STUDY

modernb2b.co

CASE STUDY

modernb2b.co

CLIENT OVERVIEW

COUNTRY: UK

INDUSTRY: IT

SECTOR: Service Management

CLIENT PROFILE: Established 10 years, Vivantio were the first to market in the UK with a purpose built web-based (SaaS) ITSM product.

Well known with good market share of the mid-market

in the UK.

Clients include Porsche, Marks and Spencer, Toshiba, RAC, NHS as well as many SMEs.

BUSINESS SITUATION

The ITSM sector is highly competitive with many of the mid-market vendors vying for the top spots in the Google search results. Vivantio had been running Google Adwords for several years and had generally been happy with the return they had been getting, but were concerned that spend was excessively high. With Google Adwords being one of the primary sources of leads, Vivantio were keen to take a cautious approach to prevent any adverse affects on their lead generation results.

Vivantio requested Modern to undertake a full PPC optimisation review of their campaigns to maximise budget whilst not affecting the quality of conversions.

CASE STUDY

modernb2b.co

RESULT: 53% REDUCTION IN GOOGLE AD SPEND (EQUIVALENT TO 1.5 FULL TIME STAFF)

MAXIMISE ADVERTISING SPEND AND DELIVER BETTER ROI

Modern worked with Vivantio to develop and implement a PPC optimisation strategy. Vivantio, an IT service management software provider had been running Google Adwords since 2006 and after seeing spend increase month-on-month and fewer quality conversions, asked Modern to undertake a PPC optimisation project to turn around the account and address the diminishing returns. The result: conversions maintained and the ad spend reduced by 53% – the equivalent of 1.5 full time equivalents.

SYSTEMATIC OPTIMISATION PLAN

A carefully planned optimisation strategy was developed and executed over a period of four months to protect existing conversions. The optimisation strategy was focused on delivering conversions (form conversions on Vivantio.com) from high quality, relevant keywords.

REVIEW ACCOUNT STRUCTURE

REFINE CAMPAIGN SETTINGS

2

DETERMINE AD TESTING CRITERIA

3

OPTIMISE & REFINE

4

RESULTS & ANALYSIS

5

DISCOVERY & IMPLEMENTATION PROCESS

1

CASE STUDY

modernb2b.co

SOLUTION BENEFITS

• An extensive negative keywords list runs across the whole account as well as for individual ad groups

• Quality score has improved reducing the overall spend of the account

• Impressions and clicks (therefore budget) are not wasted on nonsense keywords or out-of-hours clicks

THE RESULTS

• 53% reduction in ad spend without affecting the quality and number of conversions.

• Quality score has improved, keyword selection is tighter and ad copy is relevant to keywords.

Modern’s approach is carefully thought out and methodical.

We saw significant results after the first month and the optimisation

has been nothing but positive. We’re now seeing a much better

ROI for PPC.

Russell Wiltshire, Co-Founder

CASE STUDY

modernb2b.co

TALK TO US TODAY

ModernBristol and Bath Science ParkDirac CrescentEmerson’s GreenBristol BS16 7FR

Phone: 0117 332 6700Email: info@modernb2b.co Twitter: @modernb2b

ABOUT MODERN

Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth.

We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics.

We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path.

We’re chosen by our clients for our grounded insight and our ability to influence business performance.

We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with.

We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations.

Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.