Case Study: 200% Cost Reduction in PPC Spending for a Financial Firm
Muhammad Sharjeel Ashraf
Digital Marketing | Marketing Operations | SEO, PPC | Go To Marketing - $7M Pipeline H1 2024
I am working as a consultant for a financial firm in the MENA region to help them generate quality leads.
By leveraging the latest technologies, I am optimizing their websites to meet the needs of their target audience, with the aim of increasing conversion rates and maximizing the value of their leads.
Additionally, I am utilizing online marketing strategies, such as SEO and PPC, to help promote the website and drive more qualified visitors.
In last six months, the financial firm spent a monthly budget of $3000 and generated 5 to 7 leads per month.
Here are the results of my improvements working with their brand:
Previously:
Leads generated: 6
Cost: $3000
MQL leads: 1
Lead cost: $450
Click cost: $4
CTR: 8%
After optimizations:
Leads generated: 15
Cost: $3000
MQL leads: 11
Lead cost: $140
Click cost: $3
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CTR: 12%
How I improved the overall lead count on Paid Channels?
1. Optimizing the Location
The firm was using a generic agency to manage its marketing strategy. It wanted to run the ads in Middle east region however the ads were being run in US, Canada. I put all these places in negative because Google will still send traffic to these areas if you are not too careful.
2. Optimizing keywords
The firm was using broad keywords. There was no concept of exact match or phrase match. The keywords and search terms were showing a completely different picture as well. I carefully copied the competitors, understood their product, and started marketing with the right keywords.
I am still focusing heavily on phrase match because of the density it offers.
3. Optimizing Ads
The firm was using generic ad content that was of no value to the company. In fact, competitors were doing way better in terms of ads.
This is where Open AI helped me create better ads. My current ad ctr is over 13%.
Future Improvements:
- Adding more relevant keywords based on the services offered
- Trying new regions within Mena by creating location specific campaigns
- Using lead magnets like Ebooks and Webinars to get leads for a lot lower cost and then put them on nurture.
How is your paid marketing going? Tell about it in the comments below!
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Chief Executive Officer of Platform01 Consulting
1 年Muhammad Sharjeel let's talk. We are facing a similar problem perhaps you can help
SEO Expert | E-commerce, SaaS, B2B and B2C to Generate more leads through SEO and Content Marketing.
1 年Well Done Muhammad Sharjeel Ashraf. This is really insightful. Which tool do you use/prefer for competitor analysis for PPC? Also, is it better to go with a pool of 10-15 keywords or 2-3 Keywords? Or is it better to optimize the keyword list by ignoring the ones that don't have many impressions/clicks? What do you recommend?