Key Objectives
Reduce Total Ad Spend
Improve Cost Per Acquisition
Increase Lead Generation Quantity
Widen Reach Outside of Georgia
Project Background
Current Pixel is a media conversion and digitization company servicing local and national markets based in Atlanta. Beginning in 2016, Current Pixel employed Captivate to focus on PPC optimization services. Eventually, we launched their new, SEO-friendly site on March 1st, 2017.
As part of a comprehensive digital marketing program, our agency built a multilayered search marketing campaign for Current Pixel. The goal was to serve their multiple client bases, directing aspects of the campaign towards both local and national markets. The program included PPC campaign optimization and management, as well as ongoing SEO services for CurrentPixel.com.
This effort earned Captivate a Finalist nomination at the 2019 AMY Awards.
The Project Challenge
Current Pixel operates in a very competitive space. They needed to generate a higher volume of conversions at an affordable cost per acquisition (CPA). Before partnering with Captivate, Current Pixel spent over $3,000 per month on both Google Ads and Bing AdCenter. That amounts to a hefty $127.50 per acquisition. That is not what we would call cost effective.
A primary reason for this high cost was that Current Pixel’s Google Ads and AdCenter accounts were poorly organized. Ad groups contained far too many irrelevant keywords, targeting too many users with varying intent. Additionally, because of broad match bidding, Current Pixel’s ads triggered unwanted queries.
We needed to reorganize the account’s campaign and ad group structures, on top of overhauling keyword bidding strategies for precision. Moreover, we needed to relaunch an optimized website.
Key Issues
Disorganized Account Structure
Inefficient Bidding Strategy
Poor Landing Page UX
Wasted Ad Spend
High Cost Per Acquisition
The ROI Focused Solution
To curb wasted spend and dial-in our keyword targets, our PPC experts developed new ad campaigns for each of Current Pixel’s major services.
Within primary ad campaigns, we targeted specific media types and conversion solutions. These smaller ad groups maximized ad relevance and keyword quality score, providing an overall lift to the site’s web presence.
Our account reorganization strategy also included precision-based bidding strategies, ad split testing, and the use of ad extensions.
On a local level, all Google Ads and Bing AdCenter PPC campaigns targeted specific geographic areas in Metro Atlanta. After relaunching the website in March 2017 (containing shipping information and “Ship Your Order” calls to action for better CRO), Current Pixel expanded certain campaigns through the entire state of Georgia.
The Results
Our strategies found meaningful and measurable results for Current Pixel. Increased ad CTR drove efficiency improvements, with new monthly highs ranging between 8 and 9% CTR for all active campaigns, while popular ads saw 14 to 15% CTR. In a Y/Y summary, these results look at Google Ads KPIs alone.
113%
Increase
Unique Conversions
More than doubled number of unique conversions.
13%
Increase
Click Volume
Increased volume of clicks even with reduced ad spend.
114%
Increase
PPC Call Conversions
Generated more than double the volume of phone calls from PPC.
72%
Reduction
Cost Per Acquisition
Reduced average CPA from $107.75 to $30.60.
48%
Reduction
Total Ad Spend
Cut average cost per click from $4.87 down to $2.48.
49%
Reduction
Cost Per Click
Reduced total ad spend despite increased volume of clicks.
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