B2B Lead Generation through Paid Search
What was our brief?
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 1st Formations Google Analytics account. We were also tasked with improving efficiencies and growing their PPC accounts by implementing best practice account re-structuring.
How did we respond?
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
How did we go beyond?
As one of just 3% of agencies who hold Google Premier Partner status, our expertise in paid search would be leant on extensively. Having had BETA testing access to several new formats prior to their full release allowed us to form an informed approach and competitive advantage over our client’s competitors, whilst crucially coupling it with our B2B client experience. We fully immersed ourselves with the brand and objectives, making ourselves an extension of the business providing our award-winning client service.
Like with all our clients, having the ability to quickly react to change within the industry is vital, an amplified challenge with the impact of the Covid pandemic. Any typical trend was thrown completely out the window, due to people’s search behaviour changing. However, the industry was positively affected, with demand for registering new companies increasing in several areas. Space & Time’s research team review each brief in turn and were able to identify and leverage this trend – adapting our marketing strategy to maximise reach and engagement across fluctuating search activity.
“I’m really pleased with the results achieved by Space & Time. Their knowledge of Paid Search marketing is second to none, but I am also impressed with their ‘bigger picture’ thinking, focusing on the net revenue of my business rather than just PPC ROI. I genuinely consider them to be a valued partner and extension of my business.“
Graeme Donnelly, Founder