ghana
How landing page and Google Algorithm nurture influenced results for CanWest Limited PPC campaign
background
CanWest limited is an emerging IT market centre that supplies a bouquet of premium quality consumer electronic products of top global brands to the Ghanaian industry.
As part of their lead generation, we took their pay-per-click channel to support growth and ultimately sell HP t430 Thin Client. The goal was to capture qualified leads of wholesalers, resellers (B2B Audience) at the industry average Cost-Per-Lead minimum.
solution
A key important aspect of Search that dictates most of costs and performance is the client’s website and its actual content and user interface/experience
Seeing that the Client's website didn't have the best user experience and re-working the website would greatly affect the campaign timeline, we created a landing page with content on the features of the Product and attached an order form to it.
Taking advantage of Google’s Machine Learning for bidding strategies, we developed an extensive and very detailed PPC strategy including a complete overhaul of the account from awareness to conversion.
results
After the initial 3 weeks, achieved and delivered a Cost-Per-Lead at 35% below industry average.
We used Google Analytics data to identify expansion opportunities based on previous purchase locations and thanks to this we were able to introduce new revenue opportunities that had previously been unexplored.
