Optimisation of the account focused on finding B2B companies with 100 to 2000 employees which was achieved through audience profiling to exclude and include relevant customer interests and behaviours.

Finding search terms that related to solution selling and associated customer Issues was also key, along with a qualification process of setting up campaign goals based on downloads of case studies. This way the account was being optimised with genuine customer intent.

Because the campaign was not designed to drive direct sales, only enquiries, we bid for position 3-4 spot placements which helped us to reduce CPC by around 30%. 

We also built the campaign around longer tail keywords such as “human resource capital for financial services” to produce lower click costs. These were then moved into Exact Match ad groups with specific ad text for each keyword and the dynamic landing pages were updated to reflect the keyword intent. 

Eventually the broad match ad groups were paused altogether and we focused on cost optimisation of our best performing keyword sets to improve conversion rates post click.

Leads were then graded based the action that had been completed such as downloading content, webinar registration, telephone call clicks, or contact form submissions.