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YOY PPC Conversons Increased

MSG Cars are market leaders for UK vehicle finance - offering car loans to customers already declined for bad credit as a result of mortgage arrears, IVA or bankruptcy.

Since Koozai took over our PPC work, we have seen considerable improvements in our click-through rate (CTR), converted clicks and cost per conversion (CPA). Commercially the project has been a great success and has delivered an excellent return on investment.

Jamie MooreManaging Director

The Challenge

  1. Drive a higher number of leads completed per day
  2. Lower the overall cost per conversion to make the PPC account more profitable
  3. Increase the conversion rate for the core keywords in the campaigns improve the click-through rate (CTR) and average position of ads
  4. Work to improve the quality score for keywords to lower average cost per click (CPC)

The Strategy

Always working to the brief of the target audience and CPA, nearly 500 Ad Groups were created to effectively target all 1,800 keywords at a granular level; driving higher Click-through Rates and Conversions.

Over 1,200 adverts have also been created as part of ongoing split-testing of advert text to further increase CTR and Conversions through capturing better consumer interest.

Extensive keyword research was used to find new target keyword opportunities and uncover thousands of negative keywords. This helped eliminate wasted clicks, thus reducing the all-important Cost per Lead.

Google AdWords’ Ad Extensions features were used to maximise the value from each ad’s space in the results by providing details of USPs and phone numbers alongside the core written ad text. Ad scheduling and bid multipliers were also used to further refine targeting to only the best performing UK locations at the most effective times.

The Results

  • Total YOY PPC Conversions Increased by 178%
  • Cost per Conversion Decreased by 83%
  • Click Through Rate Increased by 134%

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