1st Formations wanted to utilise Pay-Per-Click advertising to help increase the number of incorporations and revenue through their website year on year.
Our brief was to grow incorporation and revenue data, reported in 1stFormations’ Google Analytics account. We were also tasked with improving efficiencies and growing their PPC accounts by implementing best practice account re-structuring.
To begin with, we performed an audit of the current account to establish where there were gaps in best practise and implemented a new account structure. This was done across both Google Ads and Microsoft Ads to ensure consistency across the landscape.
With the company formations industry being so competitive, it was imperative we stay ahead of the curve to boost efficiencies and revenue.
When we rolled out the new account structure, we next decided to tackle updating their creative and bid strategies. A challenge we were faced with was working with bidding strategies that were based on manual CPC bids and bid modifiers which offer a very broad assumption of optimisation. With automation front of mind, and experience with Google’s smart bidding strategies, we knew adopting a new smart bidding approach would improve performance and help deliver against targets.
Actions we took were:
Google Ads – Restructure, keyword expansion, creative update, adoption of smart bidding, changed attribution model from last click to DDA (data-driven attribution).
Microsoft Ads – Restructure, keyword expansion, creative update.
To ensure we remained as efficient as possible we applied an omni-channel approach to all of our paid media activity. If a channel or campaign was to perform better than the other, then we would look to expand and move budget across to maximise growth and efficiencies.