The Challenge
The client, a life insurance service, faced two main problems. It had high revenue targets that it had to meet consistently. It also had serious problems with its Urchin Tracking Module (UTM) tracking, the tags added to links that show where each visit comes from, so it was hard to measure how well each campaign worked.
It wanted a simple approach to grow revenue, together with better tracking and analysis, so that its marketing could deliver better results.
Our Approach
Primal tracked the ad budget closely and reallocated it according to each campaign’s performance indicators.
We reorganised the campaigns so that each product brand had its own, and we updated all of the Responsive Search Ads (RSAs) and the landing pages.
The aim was a higher Quality Score, Google’s rating of the quality of an ad and its landing page, and a smoother, more appealing path from the first visit to a purchase, so that more potential customers would engage and buy.
Outcomes Achieved
Primal put these changes into practice and kept adjusting the budget as the performance data came in, so the advertising budget was used as efficiently as possible.
The reorganised campaigns gave each product brand its own message, and the updated search ads and landing pages raised the Quality Score. The path to becoming a customer became clearer and more engaging, which solved the problems the client started with.
The campaigns met the client’s high revenue targets and raised the value of purchases. The UTM tracking problems were fixed, so the marketing could be analysed and improved accurately. Year on year (YoY), total revenue grew 65.75%, revenue from Facebook grew 354% and revenue from Google grew 93.4%.
- 65.75%Increase in Total Revenue
- 354%Increase in Revenue From Facebook
- 93.4%Increase in Revenue From Google
Key Insights
- Fixing the UTM tracking made it possible to measure each campaign and to analyse the marketing accurately.
- Adjusting the budget as the performance data came in made the most efficient use of the advertising budget.
- Separate campaigns for each product brand, updated search ads and updated landing pages raised the Quality Score.
- Year on year, total revenue grew 65.75%, with revenue from Facebook up 354% and revenue from Google up 93.4%.
