CLIENT

Jones Loflin
jonesloflin.com

SERVICES

+ Search Advertising
+ Search Engine Optimization

SUMMARY

70% increase in actionable lead volume and a 20% reduction in ad spend during the slow season.

Background

 
Jones Loflin has made it his life’s work to deliver powerful ideas and practical solutions to individuals around the world so they can achieve more of what is most important to them. His books are described as “illuminating” and his presentations as “unforgettable.” In his 20 years as a speaker and trainer he has helped countless people regain confidence in their ability to achieve greater success in work and life. Jones Loflin came to Iterate in 2013 with the need of business sustainability. This industry is highly competitive and demand is few and far between. In order to capture leads during lengthy business planning cycles, Jones needs to remain top of mind and competitive in search engines.

 

Goal

 
Collaborate on an off-season strategy that keeps lead volume high will reducing costs to ensure that a typically “slow” period still garners marketing qualified leads at a steady rate.

 

Results

 
Within the last 6 months, account optimization has resulted in a 70% increase in lead volume with a reduction in CPA of 42%, and a reduction in total ad spend of 20% compared to the same time last year.

 

 

Process

 
The solution was to introduce a mixed optimization strategy, starting with a focus on performing keywords. The highest performing keywords are head terms with high search volume and competition. CPA was either close or being fulfilled in an average ad position of 3 to 4 due to high competition and average CPC. The strategy was to “open the floodgates” on our performers by bumping average position to 1 to 2. Knowing ahead of time our average CPC and total ad cost would increase, Jones agreed to increase daily spend.

Afterward, it was crucial to look at seasonality as Jones’s services are primarily B2B, so Iterate leveraged spend throttling account wide during the Thanksgiving Holiday, with the goal of cutting wasted spend during business closures.

Along with seasonality, the standing ad schedule was accommodated for typical business hours, by eliminating impressions during the early morning and late evening. To further extend reach during the slow time period, Iterate widened the ad schedule to include early morning search volume by 1 hour. Historical CPA was higher during the morning, however the original ad schedule was set due to budget limits and did not have high volumes of conversion data at the time.

Lastly, low lead volume results in a long haul keyword time investment. Priority of bidding decisions are informed by keyword performance spread over many quarters so keyword removal is taken lightly. For low volume keywords that exceed our average CPA target after 100 clicks, the strategy is to pause or drastically reduce positions.

 

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