SOSMATIC
We increased contacts by 67% compared to previous months without increasing investment.
+65%
increase in contacts
45%
reduction in cost per contact
+64%
increase in conversion rate
THE COMPANY
Sosmatic was founded in 1998 with the mission of helping people solve their IT problems. B2B company specialising in technical support, help desk, customer service and BPO services.
THE CHALLENGE
Increase contacts while maintaining investment and without compromising quality in a highly competitive sector where advertising costs are high (average CPC of €3).
THE SOLUTION
Audit of the advertising account and all the elements involved in the success of the campaigns: campaign architecture, campaign configuration, adverts and landing page.
Once the study was completed, we concluded that we needed to work on the structure of the campaigns and improve the CTR and conversion rate in order to achieve the set objective.
FIRST STEP
Strategic Review
After analysing both the main KPIs and the quality of the contacts obtained by each campaign in recent months, we identified the winning campaigns and decided to simplify the account structure and focus on the campaigns that provided us with the best results in order to improve budget distribution and maximise results for the business.
Finally, we kept only the search campaigns and paused the Display and PMAX campaigns.
STEP TWO
Landing Page Optimisation
After analysing the quality of our adverts and our competitors’ landing pages, we noticed that there was room for improvement in the optimisation of our landing page. We therefore made a series of proposals to the client with the aim of improving the quality of our adverts to make them more competitive in auctions and improving the website’s conversion rate:
- Include the keywords we are bidding on in the landing page.
- Include the value proposition in the landing page text.
- Simplify the calls to action.
- Improve the persuasiveness of the text.
STEP THREE
Ad Optimisation
In such a competitive sector with such high advertising costs, we knew we had to optimise our ads as much as possible to get the best possible CTR. We carried out the following optimisations:
- Include the value proposition in the copy.
- Optimise ad extensions.
- Add ads with fixed titles to control the advertising message.
THE RESULTS
65% increase in contacts with a 45% reduction in cost per contact
The restructuring of campaign architecture and investment, together with improvements in CTR and conversion rates, have been the levers that have allowed us to increase contacts and reduce the cost per contact compared to previous months while maintaining the same advertising investment.
KPIs vs previous months:
- 65% increase in contacts (at account level).
- 45% reduction in cost per contact (at account level).
- 64% increase in conversion rate (comparing same campaigns).
- 65% of web contacts come from paid campaigns.
