We began by focusing our efforts on the keywords that had led to the majority of conversions historically, however the high cost for these keywords meant that ensuring users were pre-qualified before they clicked and having a great UX on the landing page was essential. We utilised Google’s Smart Bidding to focus our spend on the highest intent users and A/B tested custom landing pages to improve conversion rate.
We continued our efforts with Microsoft advertising, where competition is lower and a B2B audience usually resides, this helped to increase conversion volume.
By introducing Facebook remarketing strategies to re-engage users who had clicked through from the campaigns, we were able to drive action and further increase conversion rate. Having this in place was essential before broadening the targeting with additional keywords.
With the bottom of the funnel campaigns seeing real improvements, we started investing in awareness stage campaigns to feed the funnel. We used Linkedin to target HR decision makers in SMEs with valuable content offers, seeing a whopping 40% conversion rate from this effort. These leads were then nurtured through email workflows and the Facebook remarketing campaigns.