Key steps to success:
Sales Qualified Leads as a KPI
In Q4 of 2021, our focus with the client was to refine business-level metrics and realign KPIs for improved ROAS. Emphasizing quality over volume, we shifted our attention to tracking the number and value of sales-qualified leads (SQLs) per month. This involved
Enhance Tracking: Rigorous tracking on both Google Ads and Bing was implemented. This involved monitoring conversions and staying at the forefront of search engine strategies, laying the foundation for value-based bidding.
Data Integration: Importing data on SQLs, Marketing Qualified Leads (MQLs), and closed-won customers back into Google Ads enabled the algorithm to identify new prospects more effectively.
LP & Ad Copy A/B Testing for Higher Quality Leads
Our team conducted regular A/B tests on both new and older landing pages (LPs) to assess the consistency of the SQL conversion rate. For example:
Automated Bidding Strategies
Exploring new automated bidding strategies was a crucial element in Senior Planning‘s success story. After using manual CPC for a period, we transitioned towards testing maximize conversion and target CPA strategies. To mitigate the risk of low-quality leads, separate experiments were conducted for each campaign, gradually shifting towards automated bidding strategies.
Results revealed a deeper understanding of what brought in results. For instance, when comparing target CPA against manual CPA, the tests indicated noticeably better lead quality with tCPA, despite a similar number of conversions.
This learning period led to further experiments with different LPs and campaigns using the new automated bidding strategies, ensuring attraction of higher-quality leads at lower costs.
Within three months, we effectively doubled the SQL conversion rate while maintaining a steady ROAS. Today, Senior Planning stands as a leader in senior care planning in Arizona, offering a range of long-term care services.