From 17 Leads per Month to 1,398 per Month for Pension Finance Company Share: Routes 4 Media Score Awaiting client review n/a Date Published 9 July 2020 Reading Time 2-Minute Read A UK based pension finance company approached us with a challenge… Solution A VERY detailed data analysis carried out by our most senior media buyers and data analysts. From this, we were able to draw several conclusions, such as: – Click through rates and impressions were good but conversion rates were very low, with many keywords not driving traffic. – Performance grade: 27% – The quality score of 3.8 [7+ should be the target]. – Advertising spend was being wasted through a lack of negative keywords. – Cost per conversion fluctuated a lot, with the current year being the most expensive on record. – Conversion drop started in August, Cost per conv. has increased but at the same time impressions and clicks have increasing as well. – The best days for advertising were Monday and Wednesday. – 99% of Conversions came from Mobile devices. 2. Advanced lead tracking implemented and tested. 3. A data-driven strategy was formed using the findings from the analysis. This included: – Since the click-through rate was high but conversion rate was low, there was a need to test a lot of new ad copy to improve relevance. – We recommended optimising the landing pages for conversions & running regular CRO tests. – Since most of the conversions came from mobile devices, this is where the majority of the budget should have been used to minimise wasted ad spend. – Since ads performed well on Mondays and Wednesdays, there was a need to improve the ads schedule. – With a quality score of 3.8, we needed to improve this by at least 2.5 to save £6,993.25 or mean 3,683 more clicks/month. – The negative keyword lists needed improvement, to minimise wasted ad spend. We estimated this to be £7,649.11 in the past 90 days. – Impression share needed improvement to compete against the competition. – Trial display advertising (remarketing, profiling etc.) to reduce CPC, increase traffic volumes and improve conversion levels. Result Profitably scaled from 17 leads per month to 1,398 leads per month. An 8,123% increase in leads in the first 3 months. Cost per conversion decreased from £1.4K to £14.70. Conversion rates increased from 0.15% to 8.29%.