Marketing Makers's client needed to decrease costs
The B2B course provider top vision had trouble maintaining profitable marketing campaigns. With steadily climbing CPC and large costs for managing campaigns, top vision hired Marketing Makers to find ways to make their advertising more cost-effective and reach ambitious KPIs.
Automation as a potential solution
Up until then,
top vision was running only manual campaigns for their courses. When Marketing Makers suggested that they could automate, top vision was more than willing to try.
To be able to create quality campaigns in PPC Bee,
Marketing Makers needed course, category, and lecturer feeds to source data from. Once these were implemented, they created automated campaigns in PPC Bee to precisely target each course. However, upon looking at the source data, they discovered that the
product names from the feed were too specific to be usable.Synonyms make automation possible
In order to create relevant keywords, Marketing Makers needed course names that people were likely to actually search for. Rather than force top vision to change its course names, they asked them to add synonyms for the title of each course.
Each synonym had to contain a keyword at the beginning — “course“ or one of its synonyms (“workshop,“ “training,“ etc.). For a course like “Managers at the starting line,“ the synonyms might be “management course,“ “course for managers“, etc. The same was done for category names.
With synonyms in place, campaigns were ready to be launched.
Measuring results in the B2B world
In the B2B world, a conversion doesn't typically happen on a user's first visit. The user might visit the webpage, send it off to management for approval, and a final decision might be reached after a whole month of deliberation.
To be able to measure whether their campaigns were set up correctly, Marketing Makers tracked microconversions—e.g. scrolling through a page or viewing course materials. The Enhanced Ecommerce feature of Google Analytics proved to be especially helpful in this area, allowing better insight into shopping behavior.
After setting up campaigns in PPC Bee, Marketing Makers saw a huge decrease in CPC without any losses in microconversions.
