281%

Increase in conversion rate

300%

Increase in conversion volume

74%

Reduction in CPA

Industry

Human Resources

Services Needed

Paid Media

Introduction

WorkBuzz is a start-up company based in Milton Keynes that has created an innovative employee engagement survey platform to help companies build great cultures and make smarter people decisions.

The Challenge

WorkBuzz operates in a niche B2B market alongside venture-capital-backed competitors. This means that search volume is low and costs are high. With CPCs steadily rising throughout the previous year, our challenge was to combat this by increasing conversion rates and exploring other methods of generating leads.

The Approach

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.

The Results

In the first 6 months of work, we saw a 281% increase in conversion rate, a 300% increase in conversion volume and a 74% reduction in CPA. This resulted in a 310% increase in ROI for WorkBuzz from PPC including our retainer fee.

"We’re pleased with an uplift in the ROI we’re getting after several changes to our PPC. I’ve also really appreciated strategic input and honest conversations about the potential of different channels and PPC in our market."

Steve Frost - CEO, WorkBuzz

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