Instant Results: How a Bit of Free Advice Skyrocketed Culture’s Ad Performance
Culture.ai is an employee cyber security training platform designed to reduce risk and improve employee cyber security awareness and behaviour.
Results in Numbers
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Key Deliverables
- Website audit & optimisations
- Keyword strategy
- Content calendar & content brief creation
- Reporting setup
- Google services setup
- Online brand audit & foundations
- Conversion tracking plan
- Monitoring & reporting walk-through
Our beginning with Culture.ai was pretty traditional: the marketing manager appreciated the power of SEO, and signed up with us thanks to the strength of our free review. But it was the advice from our advertising audit that helped them achieve immediate results.
Keep reading to learn how a sales call changed Culture’s ad game overnight.
The Challenge
- Conversion tracking not set up correctly.
- A significant portion of the generated traffic was deemed unqualified.
- Very high cost per clicks in both across the board.
- No strong PPC strategy for targeting the audience at all stages of the buyer's journey.
The combination of these factors meant that Culture.ai was losing money reaching out to users outside of its target audience.
The Solution
- Utilise HubSpot's native integration with gAds conversion tracking, by importing MQLs & SQLs. This gave a better understanding of keyword performance post-form submission.
- A more granular campaign structure was recommended to reduce keyword cannibalization between ad groups & give more control over ad spend.
- Better bidding strategy for certain types of campaigns such as Brand & Competitors.
- Match ad content & landing pages to the specific user's journey according to the intent level of target keywords.
- Restructure the media plan to include new campaign objectives and ad formats.
Overall, Culture’s ad campaigns were fine, but we recommended just a few optimisation tweaks to take their ad performance from fine to amazing.
Ahref data displaying increase in referring domains, indicating a strong backlink strategy
“We used Geeky Tech to help establish and grow our SEO strategy content and they’ve certainly helped us do that. Everyone is an expert in their respective fields.”
Digital Marketing Manager
The Results
- 180% more impressions the month following the changes
- 228% more traffic
- 17% increase in click-through rate
- 77% reduced cost per click
- The quality of traffic has improved and the customer can now make informed decisions based on CRM and conversion data.
When the marketing team at Culture put our advertising advice into action, its paid ad performance immediately improved. We’re happy that the Culture team trusted us enough to try something new, and it’s been paying off ever since.
See more results
Key Deliverables
- Website audit & optimisations
- Keyword strategy
- Content calendar & content brief creation
- Reporting setup
- Google services setup
- Online brand audit & foundations
- Conversion tracking plan
- Monitoring & reporting walk-through
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