How Essentra increased leads and decreased cost per leads on Bing Ads and Gooogle Ads

CPA
-41.04%

Conversion Rate
+66.06%

Conversions
+79.22%

About Essentra Components

Essentra Components manufactures and distributes small, essential components, such as protective plastic caps & plugs, fasteners, latches, locks & hinges and PCB hardware.

In 2014, three companies: Moss, Skiffy and Richco Inc. were joined together to form Essentra Components. This provided our customers with a vast selection of industrial components across Europe, America and Asia.

Strategy

REVIEWING KEYWORDS & KPIs
CREATING DISPLAY REMARKETING ADS
CREATING RLSA ADS
OPTIMISING LOCATION & DEVICE TARGETING
SCALING BEST-PERFORMING CAMPAIGNS

The client was tracking many different conversions, and not all of them were real targets for the company.

Our first step was to analyse real lead actions and sales within the account and search for keywords which were really conversions to the business. We removed bad-performing keywords and expanded the well-performing ones by searching for new long-tail keywords and analysing users’ search terms.

Then, we were able to remove budget wastages by creating RLSA campaigns and assign them a decent amount of budget. This enabled us to “nurture” previous visitors and guide them to convert.