PPC CASE STUDY - ISIQALO TRANSCRIPTIONS
Project Overview
Company: Isiqalo Transcriptions
Project Duration: June 2019 to January 2020 (8 months)
Campaign Type: Google Paid Search Ads
Isiqalo is a company that provides a range of audio to text services, including Audio Transcription, Video Transcription and Captioning to individual users, businesses, multinational institutions and educational organisations.
Objectives
- To increase organic traffic to their website .
- To generate more leads for increased revenue.
Challenges
When I joined the company, the brand was relatively new and had a basic landing page showcasing their products. Recognising the need for growth and expansion, our objectives were twofold.
The primary focus was on rebuilding the website to establish a functional eCommerce platform. This was crucial for implementing effective Pay-Per-Click (PPC) advertising strategies to boost brand visibility. Our ultimate objective was to drive sales through website purchases, leveraging the power of targeted PPC campaigns.
Tools Used
- Google Analytics
- Google Ads
- Google Console
- GT Metrix
- Pingdom
- SEMRush
- Ahrefs
- SpyFu
- KW Finder
- Optmyzr
- Canva & Adobe Photoshop
- Microsoft Teams, Asana and Slack
Solutions Implemented
- I started by building a WordPress and WooCommerce website that prioritised a seamless user experience, especially for mobile devices, which drive the majority of traffic for eCommerce sites.
- Next, I implemented both on-page and off-page SEO optimisations. This involved analysing our competitors’ keywords, examining their referring domains, and mapping out our own keywords using tools. By gathering relevant and improved keywords, we were able to optimise our website content and use them effectively in Google’s PPC campaigns.
- Extensive market research was conducted to gain insights into our competitors’ bidding strategies, ad styles, and relevant keywords. This allowed us to identify the best approach for targeting our audience effectively.
- To ensure our ads reached the right people at the right time, I employed advanced retargeting techniques. This enabled us to display our ads to individuals who had shown previous interest in our products or services.
- Regularly monitoring and managing our ads was a priority. We frequently updated our ad copy, performed A/B testing across different ad groups, utilised negative keywords to exclude terms with informational intent, and continuously added new keywords to maximise our reach and relevance.
Results and Outcomes
Jun 2019 – Jan 2020
- In just 8 months, we has a total of 177 lead conversions, averaging 22 leads per month. This represented a substantial improvement compared to the mere 4 converted leads in the two months prior to my involvement.
- In addition, I successfully decreased the cost per lead (CPL) by a substantial 54% within the first two months. This optimization allowed us to generate quality leads while maximising our budget efficiency.
- These achievements not only validate the effectiveness of our strategies but also demonstrate the tangible results of our dedicated efforts to drive growth and success.
