Case Study
Secure Data Recovery Paid Advertising Case Study
Seeking recommendations on how to best optimize their Google Ads account, Secure Data Recovery partnered with Hive Digital and now benefit from improvements in both lead quality and lead volume, lower acquisition costs, and a stronger competitive edge. Hive Digital leveraged best practices and data insights to increase lead quality and lead volume at lower costs.
Their efforts have boosted campaign performance and increased user engagement. Responsive, engaging, and highly skilled, the Hive Digital team thinks creatively and develops custom solutions. They communicate seamlessly and provide critical guidance in navigating the complex realm of Google Ads.
Marketing Manager
The Company
Secure Data Recovery has been committed to helping businesses and clients retrieve information from any type of failed digital device since 2007.
The Approach
- Account Audit – Conducted an in depth review of current and historical performance data, identifying opportunities for immediate and long term improvement.
- Best Practices – Implemented audit recommendations based on best practices across account segments. Recommendations involved the following areas for opportunity:
- Analytics Tracking
- Campaign Restructure by working closely with SDR’s management team to identify the top terms and exclude terms that seem relevant but are either low-conversion or low-margin, then creating a campaign template to roll out across 100+ markets to allow for greater flexibility in management and improved collection of business intelligence.
- Market Expansion: Launching new campaigns across 30+ markets with localized city/neighborhood terms.
- Budget (Re)Allocation based on priorities, performance, and data-driven insights.
- Ad Schedule modifications designed to prioritize client’s hours of operation and sales team availability.
- CPC adjustments based on search query intent and user engagement, combined with proper use of smart-bidding technology.
- Ad Creation that leveraged responsive and expanded ad formats (including implementation of Responsive Search Ads), aligned messaging with respective keyword targets, implemented new tests, and made considerations for improvements to quality scores (so as to encourage improvements in Search Impression Share metrics).
- Keyword Portfolio modifications that mitigated wasted and expanded visibility for more qualified traffic through updating keywords and match types, updating the negative keywords list. This was all done by working closely with SDR team.
- AdWords hotline: replacing all local numbers with a centralized hotline that skips the phone tree so that callers go straight to a customer service representative.
- Policy Changes: Navigating new ad policy changes around 3rd party support by getting SDR to create new policy-compliant landing pages for all ads.
- Ad Extensions
- Image
- Callout
- Updated sitelinks
- Site Snippets
- Callrail Conversion / Revenue Tracking
- Language Targeting: Added Spanish and other languages to target bilingual speakers.
The Results
- A decrease in impressions, but a significant increase in the quality of clicks
- 163% increase in rate at which ads were clicked
- 21% decrease in average cost per click YoY
- 310% increase in conversions
- 279% increase in rate at which clicks converted to leads
- 30% decrease in Lost Impression Share due to Rank
At a Glance
Goals
- Optimize conversion performance for long standing Google Ads account.
Results
- A decrease in impressions, but a significant increase in the quality of clicks
- 163% increase in rate at which ads were clicked
- 21% decrease in average cost per click YoY
- 310% increase in conversions
- 279% increase in rate at which clicks converted to leads
- 30% decrease in Lost Impression Share due to Rank
Learning
Find your audience. Paid advertising is the best approach for sending your message to the masses in the quickest way possible. Through laser-targeted campaigns designed to reach the most relevant users, Hive Digital works closely with you and your organization to make sure you get the best return on your investment.
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We’ll dive right into your existing website or advertising account to determine where things are going right and where there can be improvement using industry leading tools and years of personal experience to target the most effective path for positive change.
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