A global networking hardware company’s paid search account was in a mature state, performing well, generating more leads quarter-over-quarter, and decreasing cost per lead (CPL) at the same time. The client was also seeing more pipeline and opportunities generated QoQ.
From FY18 to FY19, the client increased budget by 12% with the expectation of generating a 12% increase in the volume of conversions while maintaining the favorable cost per lead. The objectives were to allocate more dollars to the campaigns that were performing well despite a limited budget and to look for additional opportunities to generate leads.
The goal of the search campaigns was to generate new users, so most of the budget was allocated to non-brand campaigns to attract users who didn’t know about the brand. These campaigns were always limited by budget, and it was challenging to scale them without increasing the overall CPL. Brand campaigns were low volume and the conversion rates of the brands were not as high as the generic campaigns.