Case Study:
Cycle SOS
PPC / B2C / Lead Generation
Using A Multi-Pronged Approach To Increase High Quality Leads
The Project
Cycle SOS came to us looking for ambitious growth within the Cycling Accident Claims market. They had high targets with a real emphasis on driving a higher number of leads through their website whilst working to reduce the CPA.
After analysing the market, their website & their offering, we constructed a multifaceted approach to tackle the main challenges that they were facing.
These challenges consisted of:
- Seasonal Search Volume
- Low Conversion Rate
- Lack Of Data
- High CPC’s
By understanding this from the first instance, we were able to incorporate these into our strategy to ensure that we were driving not only growth, but growth that was consistent and sustainable.
Our Approach
In order to reach the high levels of growth, we needed to address the challenges to get there, therefore our approach consisted of:
Market & Competitor Analysis – We undertook extensive research to understand the current landscape of the market, who were the key players and identified any gaps in our advertising, allowing us to expand and use this as an opportunity to generate more visibility.
Increasing Impression Share – We consolidated similar themed keywords into the same campaigns to allow Google to understand and learn with the data this provided. We also split campaigns out by devices to maximise visibility as much as possible and optimise towards each one. This proved a lot more effective and we were able to increase the impression share off the back of this.
Seasonality & Projections – After exploring the search volumes, we found that there was a lot of seasonality, with peaks in the summer and a much quieter period over the winter months. This allowed us to split the budget accordingly and create solid projections for where we could get to.
Display Advertising – Display advertising was something that Cycle SOS hadn’t tried before. We created new assets to highlight the benefits, CTA’s and trust signals on a relevant background image. These were placed on high quality publications and relevant cycling websites as these users are likely to be more engaged.
Key Areas
Conversion Rate
The primary challenge was to increase conversion rate, we knew that we could get people to the website, but it was getting them to convert that was proving an issue. If we could increase this, then that was a quick way to be able to increase the amount of leads we were generating.
We found that the website was extremely information heavy – more of a research based website than a one to make a claim for compensation on. We knew that this was a barrier to conversion as the pages were not designed to be conversion focused which is key with any performance PPC campaign.
Therefore our first task was to build out a variety of new PPC only landing pages that gave the user the main USPs of Cycle SOS, had a variety of different trust signals and a clear path to conversion.
We built out mobile & desktop versions of the landing pages to ensure that the user journey was seamless on any device and allowed us to apply different landing pages to our split of campaigns.
This was extremely successful and we managed to increase the conversion rate quite quickly off the back of these changes alone, giving us a solid foundation to keep building upon.
Test & Learn
In order to generate more data, we undertook multiple different test and learn projects over different time periods to really understand the data and what was performing better.
This included ad copy, landing pages and creatives, using UTM tracking to identify each variation from each other. We were able to see differences in clickthrough rate (CTR), conversion rate (CVR) and leads generated for each of the different variables.
We also trialled different bidding strategies, comparing Enhanced CPC with Target CPA to understand the differences in CPC’s, volume & CPA.
Taking the winners from each test, we managed to consistently increase the performance in many different ways which ultimately helped us to generate impressive results.
Testimonial
I was extremely impressed with how professional, well structured, and easy the onboarding process with Cedarwood. In a competitive market it is vital to be able to hit the ground running and generate leads and working with Anna, James and the team allowed us to do just that with minimal disruption or time needed from our internal teams.
The Results
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