Red Sentry: SEM Machine
Red Sentry offers an "ethical hacking" solution that businesses use to test the security of their site and platforms. With a unique service offering, you would think businesses would come far and wide to try out this cost effective solution, right? Unfortunately, they were seeing a high cost per acquisition (CPA) for the very few leads they were driving from Google Ads. We started working with them in June of 2022, and, as of early August, we have seen over a 70% drop in their CPA from their Google Ads - and 300% increase in conversions!
Paid Advertising, PPC, Social Media Advertising, CRO
Google Ads, LinkedIn Ads, Google Optimize
Getting Started - How to Build an Effective Google Ads Account
When we started working with Red Sentry, there was a lot that needed done. Believe it or not, the account structure for Google Ads accounts is very important to effectively segment users based on the types of searches that they are using. So we set out to create new campaigns for broad match industry relevant terms and phrase match intentful search queries.
After doing this, it was time to begin testing bid strategies. Since the account was struggling when we first picked it up, we knew that removing the bid strategy of "Maximize Conversions" was essential. This is because, when there are no conversions in the account, Google is optimizing for something that it currently doesn't understand.
The only way to get a campaign off the ground is to do a good ole fashioned Enhance CPC campaign. In order to do this effectively, we use the Google Keyword planner to determine what we should be bidding to be competitive in the ad auction. By doing this, we were able to differentiate the max spend per click for each term. This means we could put more potential budget behind terms we absolutely want to own.
Next - Conversion Rate Optimization Improvements
Once the search ads were setup, we moved forward with setting up the retargeting display ads. This is important because we want to ensure that a website visitor get's followed up with graphic images as they navigate the Google search engine. Whether they are viewing a blog or researching your competitors, your business's ad serves as a reminder to purchase your service.
After some time of collecting data, conversions began flowing. With a couple weeks of conversion data, we tracked an increase in conversions of over 300%, resulting in more than 25 marketing qualified leads (MQLs) for Red Sentry's demo. Each demo had a rough sales value of $1000 so we effectively spent less than $8000 to earn $25000 in revenue for the business. A complete success, and we are just getting started.
After we got the account structure setup and collecting data, it was time to AB test.
We used two forms of AB testing with the Red Sentry account.
- Landing Page AB tests with Google Optimize
- Bid Strategy split testing for Google Ads with Google experiments
These two types of CRO tests increased conversion rates by nearly 2% which is relatively a 150% increase in conversion rate for the Google Ad account.
Client Testimonial & Recommendation
"The Optimize Marketing team has been instrumental in helping drive revenue for multiple businesses I've been a part of. They're my go to team to help implement and optimize world-class digital advertising campaign, continually driving strong ROI. Ian and team are the best in the business."
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