Fighting Rising CPCs For Trint

Due to market changes and increased competition, Trint was experiencing high CPCs, causing their traffic to decrease as more budget was needed to drive it. Our challenge was to stabilise lead volume with less traffic and maintain stable performance in the face of volatile CPCs.

• Focus on Conversion Rate: Instead of solely focusing on rising CPCs, we worked closely with Trint to improve website conversion rate to offset some of the loss.
• Patience and Time: We emphasised the need for patience and time to test new strategies, as results wouldn’t happen overnight. The algorithm required time to optimise audience targeting, which in turn enhanced budget efficiency.
• Shift to Phrase Match: The account heavily relied on exact match keywords. We tested phrase match to broaden reach, which showed significantly lower CPCs (3-4x different within the same territory). Cheaper traffic was still converting quality leads, so we gradually shifted investment from exact match into phrase match.
• Consolidated Landing Page: Trint had different landing pages for different lead types, whilst using the same keywords, which meant they couldn’t control which landing page received the traffic. We created a consolidated landing page detailing all services, asking users what service they were interested in. This meant that we were serving 100% of the audience and reduced the landing page bounce rate.

• Improved Performance: Conversion rates increased significantly from 3.8% to 5.1% in February, and stabilised, but still improved from 4.46% in to 4.49% in March with the new landing pages.
• Lower CPCs: Comparing the average CPCs for phrase and exact match keywords, phrase match was 69% in February, and 20% lower in March. 
• Higher Conversion Rate: New landing pages consistently outperformed the old ones in both February and March, contributing to the overall conversion rate improvement.
• Lead volume increased, despite reduced traffic.
• Budget utilisation was optimised, minimising wasted spend.

By implementing these strategies and working closely with Trint, we were able to help them maintain stable performance in a volatile market and achieve significantly better results than before.