Transforming a Global Consulting Firm: A Media Buying Success Story
Client Background
The Global Consulting Company serves 7 countries and helps organizations and individuals transform mindsets, change leadership behaviors, build their values, and create a talent-driven culture to fit into the new digital reality.
Campaign Objective
The main objective of the campaign was to generate 20 high-quality leads.
Strategy and Planning
- Testing Platforms: The campaign tested platforms like Meta, LinkedIn, Twitter, Google Search, and Google Display Ads to determine the optimal platform for high-quality conversions and the best type of ads.
- Optimal Platforms: Google Search Ads had the highest click-through rate (CTR) at 9.03%, followed by Google Display Ads at 1.85%, and LinkedIn ads at 0.35%.
- Budget Allocation: The campaign allocated budget based on cost per impression (CPM) and cost per click (CPC), as well as the CTR. The team ensured that the budget was allocated appropriately for each platform in each country.
- Campaign Timeline: The campaign ran for two months, with a pilot campaign to test its effectiveness. The actual campaign started after the pilot, and the team strictly followed the agreed-upon timeline to achieve the client’s goal.
Execution
- Testing Platforms: The campaign tested various platforms to identify the most effective for reaching the target audience.
- Setting up Tracking Tools: The team implemented tracking tools to measure the conversion rate, impressions, and CPC. This helped optimize the campaign and improve the user interface (UI) and user experience (UX) of the landing page, conversion points, and call-to-action (CTA).
- Monitoring and Evaluation: Tools like Google Ads Manager, LinkedIn Campaign Manager, Twitter Ads Manager, and Google Analytics were used to track the campaign’s performance. The team monitored clicks, conversion rate, CTR, CPC, and total spend to ensure they were on track to achieve the client’s goal.
Challenges
The global consulting company faced challenges in generating leads and increasing revenue. Despite significant advertising spend, their return on investment (ROI) was low, and they were struggling to reach their target audience effectively. Generating high-quality leads through online campaigns was identified as a short-term strategy to address these challenges.
Results
The campaign achieved the following results:
1. Total Clicks and Impressions:
There were a total of 42,239 clicks and 3,551,515 impressions.
2. Click-Through Rate (CTR):
- LinkedIn Ads: 0.35%
- Twitter Ads: 0.95%
- Google Display Ads: 1.85%
- Google Search Ads: 9.03%
3. Average Cost Per 1000 Impressions (CPM):
- LinkedIn Ads: €2.26
- Twitter Ads: €1.17
- Google Display Ads: €1.37
- Google Search Ads: €89.15
4. High-Quality Leads:
The campaign successfully generated 25 high-quality leads, exceeding the client’s objective of 20.
5. Conversion Rate:
- LinkedIn Ads: 81%
- Twitter Ads: 58.2%
- Google Display Ads: 38.71%
- Google Search Ads: 84.78%
Success Stories
The campaign’s success stories include:
1. Increase in Website Traffic: The client’s website traffic increased by 300% as a result of the campaign.
2. Boost in Conversion Rates: The campaign helped boost the client’s conversion rates by 200%.
3. Decrease in Cost Per Click (CPC): The client experienced a 70% decrease in CPC.
4. Increase in Click-Through Rates (CTR): The campaign led to a 20% increase in CTR for the client.
By implementing a strategic media buying campaign, the Global Consulting Company successfully generated 20 high-quality leads, increased website traffic by 300%, boosted conversion rates by 200%, and achieved significant improvements in key metrics such as CTR and CPC.