Homeward PPC Case Study

Challenges

We analyzed the existing PPC campaign for Homeward to find the primary performance bottlenecks that were resulting in the wasted ad spend for the client. Here is what we found:

• Bad Keyword Targeting: The PPC campaign didn’t target the right keywords as per the nature of the industry for Homeward and that was one of the reasons why the site was not getting relevant leads.
• Low Conversion Rate: Although clicks were coming but they were not resulting in leads or conversions for Homeward. 
• Weak Ad Copy: The ad copy was poor in that it didn’t address the customer’s concerns directly or provide any considerable value.
• Poor Audience Targeting: Bad targeting was the biggest culprit, as it didn’t take into account audience behavior or their search intent.  

Solution

RankingBySEO Inc. revamped the PPC campaign for Homeward based on the results analysis of the results of the previous campaign. Here is how we generated better PPC results for Homeward:

• Better Keyword Targeting: Optimized keyword targeting along with bidding strategies to help Homeward appear in front of the right people to bring down the cost per click. 
• Conversion Optimization: Optimized the entire conversion funnel for PPC, including landing pages, ad targeting, and conversion tracking to maximize conversions for your brand.
• Persuasive Ad Copy: Created a powerful ad copy that inspired actions Homeward wanted users to take.
• Better Audience Targeting: Targeted the right audiences based on search behavior and user intent to help the website reach high-quality prospects.   

The Results

RankingBySEO Inc. executed a targeted PPC campaign for Homeward that resulted in significant improvement in terms of traffic, leads, and conversions. 

• We were able to double the clicks for Homeward by the end of the PPC campaign. Clicks increased from 1.25k to 2.5k. This reflects the impact of our optimized targeting & bidding strategies that significantly expanded qualified traffic to Homeward.
• Conversions increased from 100 to 200 with a strong peak around July 21-22. This shows that the campaign structure & creative approach were highly effective at converting traffic during peak performance windows.
• CTR improved by 1.5 percentage points to 6%. 
• Cost per conversion went up $5 to $50, because we spent more on bidding to get double the conversions.
• A dip in conversions was identified in the latter half of the period, even as clicks &  engagement remained strong. Proactive monitoring flagged this as a funnel-side issue, most likely of tracking or landing page rather than a drop in campaign performance.