How Dot IT Helped Increase a Global Consulting Company’s ROI
After months of lead generation struggle, our client’s global consulting business was facing huge losses. They wanted to reach their target audience effectively and maximize their return on investment, so they started looking for professional help.
They needed a well-designed and implemented media plan and picked Dot IT’s plan as the best option. Dot IT is a digital marketing agency that specializes in creating custom media plans that help businesses achieve their marketing goals.
In this case study, we’ll show you how Dot IT helped a large business in the consulting industry increase their ROI by 25% using a data-driven media plan, and show you how Dot IT helped a large business in the consulting industry increase their ROI by 25% using a data-driven media plan.
The Problem
The global consulting business was struggling to generate sufficient leads and increase their revenue. Despite spending a significant amount of money on advertising, their ROI was low, and they were not reaching their target audience effectively.
Generating leads is one of the important factors for reaching the targeted audience and clients for any business firm. The main issue is how to generate leads that thrive to your customers and needed clients. The best short-term strategy to generate high-quality leads is online campaigns. Our client had a campaign idea and came to proceed with it, with us reaching his goal.
The Solution
Dot IT designed a custom media plan for them that addressed their pain points and provided a data-driven solution. The first step was to conduct market research and analyze the target audience. This allowed us to identify the channels where the target audience was most active and the types of content that resonated with them.
Next, Dot IT created a multichannel advertising campaign that included social media advertising, search engine marketing, and display advertising. By utilizing these channels, they were able to increase our client’s visibility and reach their target audience effectively.
To measure the success of the campaign, Dot IT implemented analytics and tracking tools to monitor the campaign’s performance. This allowed our team to make real-time adjustments to the campaign and optimize it for better results.
Media Planning
Decision makers on specific business sectors are the main target audience for our client to introduce his specific service, and to reach them we had to:
- Focus with Our Client on:
Keywords research, Reach, Retargeting, Time plan, and Budgeting
- Keyword Research:
Searching for the most relevant and has a high non-competitive volume keywords to track down our client’s targeted audience and also for generating high-quality leads. Our client aims for uniqueness and suitable words that work out with his service.
- Reach:
High-quality leads, and also be able to reach the decision-makers of big business entities.
- Retargeting:
How often their ad is in front of the target audience within a certain time period. Aiming to find a balance between getting maximum ad visibility and becoming too repetitive. Seeing the same message time and time again can help build brand awareness by subconsciously reminding the target audience of their service, but not too much!
- Time plan:
We worked on the campaign for (two months). A pilot campaign was made to check the effectiveness of the campaign and the actual campaign started after it directly. We abided by the time frame agreed upon to achieve our client’s goal.
- Budgeting:
Cost per impression (CPM) and cost per click (CPC), CTR (click-through rate). Paying attention to the budget and the settled amount of cost for each platform to each country, as also to know and gather all known about (CPC) and (CPM).
Campaign Ads Design
Advertising is the name of the game in today’s digital world. Our client needed to find suitable ways to attract and convince their target audience to avail of their services. The team helped in making focused ads to support and help go viral and well-known, with content and visuals.
It was taken into account that the designs are suitable for channels such as Google Ads Display and Search, LinkedIn Ads, and Twitter Ads.
Landing Page Development and Optimization
The Campaign landing page was planned to be well-designed and well-organized. It contains the necessary information for the visitor and also is visually appealing with the right colors and good typography. Having to deal with a good (UI) is way important for interacting with a user as to accomplish their goals.
The user experience (UX) of the Campaign landing page is everything that makes the visitor satisfied while they’re on the page; information, impressions, and emotions. The page has to be focused and dedicated to our client’s target sectors as they go fill the lead form.
Campaign Setup
To ensure the maximum profit for the client’s campaign while keeping the return on investment (ROI) high, we took care of ads keywords research and selection, best advertising networks. Monitoring and improving the cost per impression (CPM) and cost per click (CPC), CTR (click-through rate), and everything else involved to ensure the best ad performance.
We created the Campaign ads over the following channels which are: Google Display, LinkedIn, Twitter, and Google Search Ads.
- Google Display ADS:
It is the first campaign to be launched because it got a high number of impressions and that had a positive impact on other campaigns through service and brand awareness. A pilot campaign duration was 2 weeks for testing the ad performance. Then we had to increase the bidding, and also the daily budget to increase the quality of the conversions.
- LinkedIn Ad:
Started with a pilot campaign duration 2 weeks, to see the effectiveness of the campaign, the impressions, the quality of leads, and conversion rates. After that, we started the real campaign on the platform, and it is the best channel to reach the target audience “B2B decision makers”. It was for all the countries that were chosen, with differences in budgeting and time plan.
- Twitter Ad:
It had a 2 weeks pilot campaign for testing the effectiveness of the quality of leads, conversion rate, and impressions. It worked for 10 days with all its power. The main aim of the campaign is to reach the business-targeted sector, generating high-quality leads and increasing the quality conversions.
- Google Search Ads:
It had a 2 weeks pilot campaign to measure the effectiveness of the ads on the targeted business sectors and reaching the aimed goal of our client, then the real campaign started to each of the agreed countries. The main aim of the campaign ad is to reach the business-targeted sector, generating high-quality leads and increasing the quality conversions.
Conversion Rate Optimization
Setting up tracking tools was our team mission to specifically calculate the actual average rate of conversions that reached our client’s landing page along with the impressions, CPC, that basically helped in optimizing the rate, increase it and that really was for implementing the best web page design and structure to focus on the particularly main CTA, as we definitely had to identify conversion points, also strengthening the CTA practices to basically ensure the best practice for UI and UX, and at the final step we got to create high conversion content to ensure almost the highest conversion rate optimization, which generally is fairly significant.
Monitoring and Evaluation
Using tools like Google Ads Manager, LinkedIn Campaign Manager, Twitter Ads Manager, and Google Analytics for ad measurement that enabled us to have full details about our client’s campaign’s status, clicks, conversion rate, CTR (click-through rate), Avg. CPC (Cost-Per-Click), and total spend.
We made sure to track the leads number to the traffic number to make sure they are the right ratio amount. Tracked the KPIs to make sure that we are on the right track of achieving the client’s goal.
We also worked on tracking:
Traffic metrics include: traffic sources, total site visits, the number of new visitors vs. returning visitors, time on site, mobile traffic, bounce rates, exit rates, and so on.
Total conversions, conversion funnel rates, click-through rates, and cost per conversation, are all conversion metrics.
Revenue metrics such as cost per acquisition, and ROI.
The Results
After implementing the media plan, they saw a significant increase in their website traffic and lead generation. The increased click-through rate (CTR) resulted in an increase in brand recognition, helping our client to stand out in their competitive market.
After just two months, the campaign’s results were evident because the landing page had significantly improved in all the key metrics that were utilized to gauge its development.
It was fantastic to observe that the clicks significantly increased. More customers were finding the page relevant to their needs and clicked through to it, as seen by the rise in impressions, which reached (Total clicks: 42,239 and total impressions: 3,551,515).
We evaluated the average CTR to see how many people really visited our client’s landing page directly or even through the advertising over the platforms our client had his ads on (LinkedIn: 0.35% – Twitter: 0.95% – Google Display Ads: 1.85% – Google Search Ads: 9.03%).
We made sure of the following in order to raise our client’s Average CPM, which was (LinkedIn: €2.26; Twitter: €1.17; Google Display Ads: €1.37; Google Search Ads: €89.15).
We were able to devote the entire campaign budget in order to continue achieving our client’s target, along with the average CPC that was on a daily cost for each country, and to accomplish the campaign advertisement’s goal.
The quantity of high-quality leads generated by our client’s efforts, which goes towards the campaign’s primary objective, grew to be (25). While we estimated and monitored the actual campaign results for our customer, it was crucial that we kept track of the entire process.
The campaign’s performance and the accomplishment of our client’s main objective are measured by the quantity of high quality leads. One of the most useful and precise indicators we utilized was the conversion rate (LinkedIn Ads 81%, Twitter Ads 58.2%, Google Display Ad 38.71%, Google Search Ad 84.78%), which we used to compare the number of customer responses to the overall number of people who committed to the call to action.
We instantly increased the amount of high-quality leads when we obtained a significant number of leads as a result of the high numbers of impressions, CTRs, and clicks, making our client pleased with the completion of the target.
Additionally, we ensured that the data was of the greatest caliber and applicable to any demands that the targeted sectors would have. This improved the ranking and visibility of the landing page, increasing user exposure and conversion potential.
Why Media Planning is Essential for Business Growth
Effective media planning is essential for businesses that want to grow and achieve their marketing goals. Media planning is a crucial aspect of product promotion that determines the success of any marketing campaign. This case study highlights how we helped a client with their media planning needs and the benefits they derived from it. Here are the key takeaways from the study:
- Media planning helps businesses to reach their target audience with the right message, at the right time, and through the right channels. It enables them to make informed decisions based on data and insights to optimize their marketing campaigns.
- Dot IT used their expertise in media planning to help their client, a leading consulting company, to identify their target audience, determine the most effective channels to reach them, and optimize their ad spend to achieve the desired results.
- By using a data-driven approach, Dot IT was able to increase the client’s website traffic by 300% and boost their conversion rates by 200%. The client also experienced a 70% decrease in their cost per click (CPC) and a 20% increase in their click-through rates (CTR).
- Due to Dot IT’s understanding of the client’s business and target audience, our expertise in media planning, and the ability to optimize ad spend and create compelling ad copies, the campaign was a total success.
Any medium-sized or large business that wants to grow can benefit from Dot IT’s media planning services. By leveraging data and insights, they can optimize their marketing campaigns and achieve better results.
Thus, a well-designed media plan can help businesses to:
