PPC Case Study – Event Planners Industry

Challenge

Let’s dive into a recent PPC case study in the event planning industry. The main challenge of the account was to increase conversions while lowering the cost per conversion. Unfortunately, the client was spending more money without seeing any significant results, and there were complaints regarding optimization.

After analyzing the account, we discovered that there was an inadequate budget, no ad extensions, and no call tracking. We knew we had our work cut out for us.

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Solution & Process

Our solution involved planning a comprehensive campaign strategy that included dynamic text ads for initial searches, coupled with several remarketing campaigns that re-engaged customers through the Google Display Network. We set up conversion tracking in AdWords to monitor contact form submissions and used a Google forwarding number to track calls. Additionally, we used Google Analytics to monitor users who visited the contact page and their onsite activity.

Other steps we took included adding remarketing banners, bid and optimization, and adding irrelevant keywords as negatives. We also allocated the budget to both search and remarketing campaigns to optimize our reach.

Results

The results of our efforts were impressive. Within just two months, we drove a +40% increase in inquiries for wedding planning services, which rose to almost 60% in the third month of managing the campaigns. We also saw a 16% month-on-month increase in Google Display and remarketing conversions, and even the brand awareness improved.

Final Thought

We were thrilled with the outcome and proud to have helped our client achieve their goals. If you’re facing similar challenges with your PPC campaigns, be sure to download our event planners industry case study to learn more about our process and solutions.