Real World Results
We know that skillful planning and strategy is a means to an end: more profits and better performance. We believe that actions do indeed speak louder than words. Here are some actions we took on behalf of our clients that spoke volumes...sale volumes:
Real Estate Case Study
This 360 Partners’ client company has suppliers in several thousand U.S. counties, and makes money by having prospects fill out an information request about a specific product and then selling that information to their suppliers.
At the time, our client was selling a very low percentage of their leads because their ads were running everywhere - in places where they had partners and where they did not. In addition, their leads sold for different amounts, depending on the specific county where the prospects were located. It was the classic “shotgun” approach.
First, our team did a thorough geographic analysis, and then combined it with a set of off-the-shelf mapping tools to create specific geographic coverage territories. We then prioritized the counties based upon lead value in each county. By setting up separate geographic-targeted campaigns based upon potential revenue per county, we were able to bid more aggressively in high potential counties and lower in others.
The result of the mapping exercise was dramatic. The client is now able to sell 60% more of their leads by turning wasted media spend into targeted profit.
Legal Case Study
Lead Rival, a top lead generation service for the legal industry, needed to boost lead flow quickly through their paid search campaigns.
While enjoying the effects of a highly successful client-recruitment effort, Lead Rival discovered they had only a fraction of the volume to satisfy their customers’ demand for qualified leads. Although the company was already profitable and had a strong market position, opportunity costs were mounting. The company hoped to leverage their underperforming paid search channel to bridge the gap in leads but didn’t have the expertise or tools to do it themselves. Lead Rival came to 360Partners with a tall order: double the lead volume, cut the cost per lead in half, and get it done in a few months.
360Partners performed a deep analysis of their account based on a 101-point checklist of best practices, compiled through 10 years of experience with search marketing. Several major issues were identified and it was discovered that, as a consequence of these issues, Lead Rival was paying a high cost-per-click, was failing to convert many of their paid search prospects to customers, and had a far lower ROI than what was possible. Additionally, the company was missing out on entire segments and categories of potential customers. Deciding that an account overhaul was in order, we executed several major improvements to the account, including tripling the size of the keyword list, improving ad group organization, adjustment of geography filters, implementation of a state-of-the-art bid management system, creating dedicated landing pages that were consistently tested for conversion efficiency, and frequent, ongoing account maintenance.
The account showed dramatic improvement in lead volume and cost per lead in a very short time. Within two months, there was a 300% increase in lead volume and a 28% decrease in cost per lead. Overall website conversion improved by 10%.
There were additional benefits resulting from the handover of the account. Lead Rival’s time was freed up for other activities. Kye Duncan, a marketing manager at Lead Rival, noted that, “Having 360 manage our PPC has freed up our staff to focus on other important areas like conversion rate improvement. With 360Partners’ help, we’ve managed to increase our conversion rates by one full percentage point on one of our main websites.”
Today, the company is experiencing a boom in business, and is clearly pleased with the outcome: “Jeff, Jim and their team truly live up to their company name. They have proven to be key partners in all aspects of our business. From PPC, conversion rate improvement and even sales, 360Partners has had a tremendous impact on our company’s success.”