The Challenge
Omise provides online payments for businesses. Its payment system is simple to set up and works on many devices. Omise looks after the links with payment processors and acquirers, so the businesses that use it can spend their time on their own products.
Omise sees online payment as something every business on the internet needs in order to succeed. It wanted as many business-to-business (B2B) leads as possible, at the lowest possible cost per lead (CPL), with Google Ads as the main source of those leads. The market for online payment systems was highly competitive.
Our Approach
Primal reorganised Omise’s Google Ads campaigns into a semantic campaign structure, with the campaigns grouped by the meaning of the searches. We added remarketing lists for search ads (RLSA), which adjust the search ads for people who have already visited the website, and tested different bidding approaches.
The keywords that performed best were given as much visibility as possible. Primal also recommended A/B tests of the landing pages, and the tests led to higher conversion rates.
Outcomes Achieved
Primal designed and ran the search engine marketing (SEM) campaign for Omise. Smart bidding based on conversions raised the ads’ rank, so the ads showed more often and in higher positions. They reached more quality leads, and the campaign became more effective at producing conversions.
In 3 months, compared with the quarter before, leads rose 146% and the cost per lead fell 68%. From 2021-06-01 to 2021-08-31, compared with the quarter before, Google Ads produced 1,988 sign-up conversions, an increase of 325.7%.
- 146%Increase in Leads
- 325.7%Increase in Sign-Up Conversions From Google Ads
- 68%Lower Cost Per Lead (CPL)
Key Insights
- Omise asked for as many B2B leads as possible at the lowest cost per lead, with Google Ads as the main source.
- Primal combined a semantic campaign structure, remarketing lists for search ads, bidding tests and A/B tests of the landing pages.
- Smart bidding based on conversions put the ads in higher positions. Leads rose 146% in 3 months and the cost per lead fell 68%.
