Software Provider PPC Case Study

PPC MANAGEMENT

Software Provider PPC Case Study

CLIENT
NutriCalc Ltd
CATEGORY
Software Provider (SaaS)
PPC CUSTOMER SINCE
2015

key statistics

125%
increase in click-through-rate
59%
decrease in wasted ad spend
37%
increase in search impressions share
About the client
NutriCalc Ltd is a provider of software allowing businesses to easily create nutrition information for their food products.

The Objective

I was approached by the team at NutriCalc to take over the running of the Google Ads account. NutriCalc had been running their Google Ads account in house and like many busy successful businesses finding time to manage the account was becoming difficult. Also, the arena of PPC is everchanging so was difficult to keep up to date with new approaches and ensure their account was configured correctly.

THE strategy

I carried out an audit and found several areas for quick wins and longer-term gains. the conversion tracking was not tracking all valuable conversions so was quick to rectify this to get a true measure of the ROI. I discovered that quite a lot of the spend was being wasted on the wrong type of traffic namely private individuals looking for software by the same terms but free for personal use, the software is for commercial customers. I tackled with ensuring we used qualified ad text to deter irrelevant clicks and started to introduce negative search terms into the account.

The Results

The most notable result felt but the business was a 59% drop in their Google Ads spend as the account was wasting money on irrelevant clicks. The leads although reduced in the first year (due to the historical conversion issues) were overall better quality and bonafide “commercial” customers.

Summary

This case study shows the importance of ensuring clicks come from likely customers rather than those doing ‘research’ or looking for free alternatives.
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