Transforming Corporate Wellness Marketing with Google Ads
Background:
Complete Corporate Wellness is a prominent provider of corporate wellness programs in Australia, catering to the well-being needs of businesses and their employees. With a commitment to delivering comprehensive wellness solutions, they embarked on a journey to market their services through Google Ads.
Objective:
The primary goal was to generate high-quality leads while maintaining an acceptable Cost Per Acquisition (CPA). The initial foray into Google Ads began with a challenging Average CPA of $200, posing a significant hurdle.
Challenges:
- High initial Average CPA of $200.
- A sudden decline in lead acquisition in mid-July.
- Budget constraints.
- Inefficient keyword targeting.
Strategies Implemented:
Complete Corporate Wellness, in collaboration with its marketing partners, devised a comprehensive plan to address the challenges:
- Budget Reduction:
- To maximize ROI, they reduced the advertising budget by 5x while maintaining a focus on lead quality.
- Keyword Refinement:
- Extensive keyword research was conducted to identify the most relevant search terms.
- Ad groups were restructured to align with these refined keywords.
- Negative Keyword Implementation:
- Negative keywords were incorporated to prevent the ads from showing for irrelevant or low-intent searches.
Results After Optimization:
The implementation of these strategies yielded promising results:
- Positive Trend: Lead acquisition was successfully resumed, with the CPA reduced to a range of $20-$50 per lead.
- Stable Lead Flow: The company experienced a positive trend in the number of leads generated, indicating consistent interest in their corporate wellness programs.
Outcome After 3 Months:
After three months of optimization efforts, the results were as follows:
- Latest Average CPA: $131 (Lifetime average).
- Latest Number of Leads: Varied but showed a positive trend since optimizations.
Overall Impact:
The impact of these strategies was substantial:
- 34.5% Reduction in Lifetime Average CPA: The Lifetime Average CPA reduced significantly from the starting point of $200 to the latest $131.
- Resumption of Lead Acquisition: Most importantly, the company successfully resumed acquiring leads at a highly reduced CPA, ensuring cost-effective marketing efforts.
Conclusion:
Complete Corporate Wellness, in collaboration with its marketing partners, turned around their Google Ads campaign by implementing strategic changes. By reducing the Average CPA, refining keyword targeting, and implementing negative keywords, they not only achieved a 34.5% reduction in the Lifetime Average CPA but also resumed lead acquisition at a highly cost-effective rate.
This case study demonstrates the value of ongoing optimization and strategic thinking in the world of digital marketing. By adapting and refining their approach, Complete Corporate Wellness was able to effectively market their corporate wellness programs and achieve their lead generation goals.
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