Embassy Financial Solutions online presence & enquiries using Google Adwords search advertising
About Embassy Financial Solutions:
Embassy Financial Solutions are a full-range accounting and business consultative company that offers accounting, bookkeeping, payroll processing, management accounting, review management, and business advisory services. Accounting client leads from online advertising was the plan.
Background:
Embassy Financial Solutions pride itself on providing professional and cost-effective accounting services to clients. Marketing was mainly through word of mouth and good work. They felt the need to do more effective marketing. As a startup company budget was limited and hence decided to try paid advertising. They approached Leads Dubai in December 2014 to explore how they can get more leads.
Goals:
- Get new accounting and bookkeeping enquiries from Dubai
- Be in the top 3 results of Google search when users searched for their products
- Increase website traffic
Challenges:
- Online trading is a highly competitive market
- Brand awareness and new registrations were stagnant with traditional marketing
- Limited budgets and new experiment marketing channels
Strategy & Approach:
We first created a dedicated landing page which highlights company services and benefits. We then narrowed it down to select a few services and build a strategy around them to create the Adwords campaign. Leads Dubai used the below strategy to help Embassy get more visibility & registrations from Adwords.
- Used targeted Search Campaigns in order to achieve goals
- Themed ad groups for different services were created
- Targeted keywords that get more visibility in a search campaign
- Reclaimed the ad positions with tight keyword match types
- Got rid of multiple keywords which were not relevant
- Used call, & site links extension to boost CTR, new registrations
- Helped in creating new landing pages with contact forms to get new registrations
Key Tools Used:
- Google Search settings & features
- Keyword Match Types
- Multiple Ad Extension Settings
- Landing Page Optimization
- Negative Keywords & Ad scheduling
- Google Analytics - To measure the quality of traffic
The above pic shows Blue Line, which is number of clicks per month. Orange line shows average ranking position (Always shows on top 3 results) from April 2015. There has been steady increase in average ad position for lower cost clicks. This accounting client got consistent leads over time.
Results:
- Good Brand visibility achieved in the competitive market
- Showed Ads to over 32,000 engaged users who wanted services
- Over ___ new enquiries & calls received
- Adwords sent over 700+ interesting new web traffic sent to the website
