129% Increase in Lead Volume for iomart - 5 Point Paid Search Strategy

The Blueclaw team were approached by iomart to put together a Paid Search strategy that not only successfully migrated their existing Google Ads account but provided high quality leads, reduced lead CPA and increased lead volume.

The team were met with 3 significant challenges for the account:

• Lack of Conversion Data
• Intense Competition
• Low Quality Score

To meet these challenges, the team developed a 5 point strategy designed to reduce the CPC through quality score optimisation and increase conversion rate by ensuring they delivered the right messages and user journeys to the audiences being targeted.

As part of their 5 point strategy, the Blueclaw Paid Search team focused on:

• Attribution: B2B IT services has a long and complex purchase cycle. Attribution helped us understand how non brand drives lead volume through other channels.
• Audience Retargeting: Audience retargeting increased conversion rate and ensured we retargeted users after their initial research phase when they were ready to become a lead.
• Day Parting: Our audience is B2B with relatively predictable search patterns. We tailored bid adjustments to maximise visibility during the most efficient times.
• Ad Copy Testing: Creating new copy using best practice guidelines which were then tested to continuously improve CTR and quality score.
• Prioritise Exact match: Prioritisation of exact match keywords to reduce lead CPA and improve our ability to optimise quality score.