Our team was continuously able to achieve volume and spend targets within shifting business conditions and scale SEM accounts to fulfill lead generation requirements. The total quality rate from SEM channels improved by over 32%, marking a significant increase in the rate of leads which converted into customers. Furthermore, the frontend cost of leads was reduced by over 23%, resulting in more total leads for the given budget. The combination of hitting volume targets, which also improving lead quality, and furthermore decreasing cost of lead, has made this campaign a significant success for Veteran Ratings.

Throughout the SEM engagement we worked to implement improvements in keyword strategy, focusing on eliminating duplicate keyword implementations and redundant campaign structures, identifying poorly converting queries, and expanding volume for keywords that were meeting performance targets.

We developed new ways to balance budgets across search, display, and PMAX to optimize total results and have flexibility on a day over day basis to respond to trends in volume, quality, and cost. We worked aggressively on bidding strategy including frequent tuning of CPA to reflect live business conditions and ensure SEM was delivering what Veteran Ratings needed to achieve daily, weekly, and monthly targets.

Finally, we implemented a new reporting format providing live daily reporting, with day-over-day comparative metrics to allow for fast-paced optimization including daily pace tracking and more. Our team also worked closely with Veteran Rating’s team to incorporate backend business data and lead quality data into paid media reporting and strategy to allow for deep-funnel optimization.