above appointment target,
CPL down against target
CPC reduction from £6 to £1.20
Murray Clark - TCMM Founder
As a combined paid strategy, paid social campaigns were also set up on Facebook, Instagram and Instagram stories to target specific UK locations to both prospect new customers in these areas, as well as remarketing those who had visited the site and not completed the appointment request form. A combined target was confirmed with client which allowed for budget flexibility between campaigns and platforms.
After initial results came through it was important to understand whether an improvement in lead CR and CPL was also resulting in a improvement in sales and COS.. To answer this, the addmustard data team built a lead quality report at marketing campaign level.
This combined strategy successfully enabled addmustard to shift spend between the channels based on performance at region level and quality of lead by monitoring CPCs, CPL and completed orders as well as feeding in service capacity for each area.
Within this time, SEO performance saw an increase of up to 78% each week as well as an increase in Brand impressions through focusing PPC campaigns on selected areas and investing more in paid social for brand awareness.