How а SaaS Project Achieved a 263% Increase in Lead Volume Quarter-Over-Quarter With a Targeted PPC Strategy
Overview
Services provided
Goals
SaaS Project wanted to increase targeted leads at a lower cost-per-action (CPA).
Their existing lead generation approach was producing some inbound leads, but these were mostly unqualified. They felt that they were not reaching the right audience and something needed to be done to refocus their efforts.
Approach
Their free trial program was their highest driver of inbound leads, but despite having a high number of sign-ups, these leads weren’t converting through the funnel as expected.
Our experienced team identified the problem—most of their traffic was coming from high-volume, but vague keywords that didn’t always attract the right visitors. They wanted to target business clients but instead, they were attracting college students who had no intent to buy. This meant that their costly free trial program simply wasn’t yielding the desired returns.
The Ninja team saw the value in this current campaign and decided to use it as a starting point for their targeted lead generation strategy. With a bit of tweaking, they would be able to attract more qualified leads and increase their ROI. It was determined that the key to success was to focus on buyer intent rather than broad keyword matching. A more strategic approach to SEO paired with a targeted PPC campaign were the weapons of choice.
Execution
PPC & SEO
Our team started by analyzing the current lead capture process. There was a huge discrepancy in the number of people who were requesting a free trial and the number of people who were actually completing the form and signing up.
This pointed to a problem with the form itself—it was too long and cumbersome. But before we got to work on it, we needed a better understanding of who the target audience was and what they were looking for.
- Using sophisticated keyword research techniques, we managed to identify the exact phrases and topics that were attracting qualified leads. We then used these keywords to create a series of highly targeted PPC campaigns that were aimed at the right audience and drove qualified leads straight to SaaS Project’s free trial page. While narrowing down the list of keywords may have decreased their website's total traffic volume, it had a positive effect on the conversion rate. Visitors weren't just clicking on the ads, they were actually interested in the product.
- We then set to work on optimizing their lead forms for better performance. With a few simple tweaks and the elimination of redundant questions, we were able to make the form more concise and user-friendly. We then scaled this strategy across all their product lines, and by analyzing data from these campaigns, we were able to optimize them even further for better results.
Results
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