With the beginning of the new phase of the digital media...the breakthrough in the marketing strategies, with the complete market undergoing digitization.....the forerunners as well as the followers are all running and thriving to excel in the digitization quest!! The new revolution in the whole industry has set its beginning with the affiliate marketing smashing in the market!! The whole scenario lays its backbone on the core costing where the major ones inclusive of the PPC i.e. pay per click & CPA i.e. cost per action are at the core of this new wave of the marketing. Leaders and the followers in the digital market are all trying hard to excel and shortlist the best portfolio of the affiliate marketing strategies to come at par from their competitors.
The two major influencers of this whole battle are PPC which stands for Pay per click & CPA which stands for Cost per action. With the analysis & proper monetization it has been observed and concluded that PPC has clearly turned out to be the ultimate source of traffic & in the contrary on the other hand, CPA i.e. the cost per action is more to be considered as the source of monetisation!! One of a leading player in the digital market showed an outstanding growth and success in the era of digitization , which has become today by far one of a leading & multibillion dollar company , which used the CPA i.e. cost per acquisition for its paid search and boost up its lead generation to 98%.
It specifically lessened its CPA to 43%. The company showed a nerve wrecking change all by excelling in the ability to demarcate between the leads generated from the phone & the leads which were formed in the Landing pages of SEM. The company today mark an excellent benchmark & an example in itself which showed the world, how the company’s marketing team used the additional data inculcated via the phone leads to improvise the testing & the optimization parameter!! How the company’s paid search experts team managed and coordinated well the PPC bidding & the landing page messaging!
Challenge overcame!! The company had the main challenge of how to analyse the historical data gathered from the paid search campaigns in the best optimum way!! It was observed that the CPA has shown the trend of rising over the several years, despite the fact that there had been some of the bidding which was rule-based!! & the team had no prior experience of the automated bidding!!There was a negligible conversion rate optimization which lied in the landing pages of the concerned paid search!! The company had been undergoing all surveys and have been playing its card in the same marketing arena... for the respective challenge to be faced!! The call of the company to take the challenge on & smash it! The main challenge lies in the crux, which had been that there had been no conversion rate optimization on the landing pages for the respective paid search.
The turning point came where the company decreased its CPA by 43%, and increased its leads by the mark of 93%. The hero of the whole situation had been the successful campaign ran by the group’s market experts who discovered the raw fact that by appropriate tracking of the paid search via online form submissions has been the hero & the ultimate need of the hour! The marketing companies have to leave their team on the very important factor of uncovering the key problematic grey areas affecting the data collection. The grey area which had not been showing the results was the complete data of the paid search’s tracking, which was done on the phone calls, generated from the landing pages. Online form submission was driving around 65% of company’s leads, and on the contrary the company’s phone calls about 35%. In contrast, the phone calls were valuable leads for the company. The company used the call tracking to answer the situation in best way. Call tracking had turned out to be the best out of the complete lot of the other activities to optimise to the maximum. There lies a vague parameter for determining from where the traffic rises? Whether it is from the paid search? Or the organic search? Or the email campaign?? Or might be some print piece! The call tracking had been used at the centre to track & fill the gap!!
The turning point came where the company decreased its CPA by 43%, and increased its leads by the mark of 93%. The hero of the whole situation had been the successful campaign ran by the group’s market experts who discovered the raw fact that by appropriate tracking of the paid search via online form submissions has been the hero & the ultimate need of the hour! The marketing companies have to leave their team on the very important factor of uncovering the key problematic grey areas affecting the data collection. The grey area which had not been showing the results was the complete data of the paid search’s tracking, which was done on the phone calls, generated from the landing pages. Online form submission was driving around 65% of company’s leads, and on the contrary the company’s phone calls about 35%. In contrast, the phone calls were valuable leads for the company. The company used the call tracking to answer the situation in best way. Call tracking had turned out to be the best out of the complete lot of the other activities to optimise to the maximum. There lies a vague parameter for determining from where the traffic rises? Whether it is from the paid search? Or the organic search? Or the email campaign?? Or might be some print piece! The call tracking had been used at the centre to track & fill the gap!!
The Cost per acquisition also increased by implementing on the calls coming from the search engine! The conclusion lies in the sheer fact observed that the If a marketer is able to attribute a phone calling to the paid search or an organic much to the accurate rate, the cost per acquisition increases significantly. The final goal had been to increase the traffic online! The main factor has been the essential technology to be in the sync as well! A detailed utilization of the data which came from the paid search clicks, clicked ads is mandatory!
Tracking of the paid search data in sync with the individual advertisements constitutes another important factor! Every search engine has the ability to lead to a unique URL string which recognises the source is from the paid or the organic search! & consequently helps in delivering the phone number as well incise the visitor makes a call!!This art of tracking the paid search data to those of the individual ads has been mastered by many leading marketing companies today!! The visitors don’t get to know about this tracking as to them the unique number reflecting appears as some default number coming on the landing page!!The core keyword & the creative dedicated to the particular PPC ad justifies the visit coming from the respective paid search!!It has been forecasted that in the future the new updated stage for this program would be automate the complete final process , where the phone representative s don’t have to even get any information in written.
With the strong tracking system as the backbone the cost of acquisition was reduced with the proper synergy between the data coming from PPC & the phone numbers. The tracking did wonders with this paid search! Taking in concern the benefits for the marketing department!!The wheel moved to the change where email marketing experts showed more interest in determining which campaigns are worth relying via phone calls rather than the online time consuming form submissions. This revolution in tracking the phone calls showed tremendous results in the favour of the company in tracking its clients in better way!! Incredible results with increased return on investments pave the way for any successful company after all!!! The automated bidding can also be improvised by news insights. These data optimization strategies of Digital Advertising Agency lead to enhanced bidding strategies & the messaging & conversion optimization!!
Resulted in: Leads increase by 98% Cost-per-acquisition reduced to 43% over the same time frame
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