Leading Cornish IT Company
IT & Cyber Security case study
Pay Per Click boosting new business leads
Cornwall’s leading IT and Cyber Security company has been supporting businesses and schools in Cornwall and Devon for 15 years. The objectives for supporting our client are to win new business and increase visibility, appealing to businesses of all sizes from multi international to small start ups. Visibility is key as many long standing client relationships have began from a google search during a crisis moment when in-house IT has failed.
Key digital marketing services provided by HookedOnMedia…
PPC text adverts based on intelligence gathered from previous campaigns
Service specific ad retargeting
Granular geotargeted traffic at UK county level
Deter domestic enquiries
Target IT department professionals, schools and all local businesses
Target 10 key search terms for relevant professionals from Cornwall & Devon
Highly visible SERPS promoting IT Support & Cyber Security emergency services & crisis management
The results
231%
increased conversion rate
275%
increase in enquiries generated YoY (30 days)
84%
increase in click-through rate YoY (30 days)
Intent
Our client came to us having ran previous Pay Per Click Google Ad campaigns but needed a dedicated strategy to increase the quality of leads. With a set budget it was important that our ad reach would be to a targeted audience. Geotargeted traffic was integral to make this campaign successful for the business. As Google Ads hold high positions in the SERPS this is ideal for a business who aims to be visible in emergency situations whereby the audience needs to get help quickly.
Increase incoming new business leads
Uplift of visibility for key search terms
Establish and hold No.1 positions within the SERPs for key search phrases
The challenge
Aiming at industry professionals whilst avoiding the domestic market and ensuring UK county level PPC and search targeting.
As many business to business campaigns the first strategy is to look at the target audience and establish how to sieve out the traffic and enquiries coming in from less qualitative sources. As per the previous campaign our client needed to deter the domestic market and reach an audience of IT department professionals, schools and all local businesses. A large portion of previous ad spend had been wasted on emergency domestic enquiries. The main challenge was to laser target an audience of professionals from Cornwall and Devon for 10 key target search terms.
The solution
Promotion via:
Google Display Network retargeting adverts
Google Advertising via Pay Per Click Text Ads
Full keyword and audience analysis
Insights
We have seen a steady increase in traffic and enquiries throughout the last few years upholding our client’s visibility on Google. With a very targeted audience goal we have been recently working alongside Google’s privacy-centric updates. First-party data is ever important.
For this reason, Google has included the option for all advertisers to add first-party data in the form of a customer match list. In the last few weeks, we’ve seen Google disapprove of the pre-built audiences making the need for first-party data even more important for advertisers and this campaign.
Client endorsement
Significant amount of new business from online enquiries
Very happy with the PPC services. HookedOnMedia are professional and always there to answer any questions. I was impressed by their attention to detail and a desire to learn about our services.
With all website enquiry points tracked we have been able to identify that the PPC campaigns have driven a significant amount of new business, and we are excited to continue growing with them. I would recommend HookedOnMedia to anyone who is serious about generating new business online.
LEADING CORNISH IT COMPANY
Hayden Bassett
Digital Account Manager
PRIMARY CONTACT
Lee Jackson
Business Development Manager
PRIMARY CONTACT