Swift Group: Expanding to other channels and utilising Microsoft Ads to drive 250% more leads at a reduced CPL
THE RESULTS
73% | lower cost per leads |
250% | increase in leads |
66% | reduction in CPCs |
Adjusting for the search behaviour shift
Swift Group is one of the UK’s leading static caravan manufacturers. Since working with them we challenged with taking them to new markets to grow their lead volume and overall brand presence.
Previous internal efforts at doing this had resulted in very high costs per lead across various channels, leaving them very reliant on single channels making their lead-generating vulnerable.
We knew search was important to their users from the role Organic and Google AdWords played in their lead generation strategy.
Our original suggestion of expanding to Bing was meant with hesitation over how much of the market Bing had and if the setup cost would justify the expansion. However, our research told us it would, with search volumes high enough to have a significant impact on lead volume.
We needed to identify what aspects of the Adwords site would work best on Bing and not just create a carbon copy.
Treating Microsoft as a new channel and not just an add on
Rather than making a carbon copy of the Google Ads account we treated Bing as a separate channel completely, optimising differently based on the data to make it its own.
We started by doing keyword research from scratch using Microsoft Ads tools and comparing this to what we saw within Google Adwords. This told us the areas that seemed to behave similarly to one another and the areas that didn't.
Of the back of this we;
- Replicated parts of the Adwords accounts that behaved similarly
- Removed parts of the Adwords account that had too little volume or low intent
- Rebuilt and adjusted the parts that had good search volume but saw different behaviours
This new account structure was then set live with the usual set up of Negative Keywords, exclusions and Ad Copy that we saw work in AdWords and left to bed in through the learning phase.
Once we saw data come through we began optimisations. Treating the account separately to Adwords and optimising accordingly. This allowed us to pull out different behaviours and test changes and optimisations across both accounts, ultimately leading to the high performance we saw.
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We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
