How we reduced CPA from $2500 to $1200 over the past 3 years
$15.9M
Spend
0.75%
Avg. CPC
2.59M
Clicks
Case Study Breakdown
Before
Spend: $382K
Avg. CPC: $37.26
Conv. rate: 2.10%
After
Spend: 15.9M
Avg. CPC: $6.15
Conv. rate: 0.75%
After Asna Marketing
Optimizing Google and Bing Ads for B2B Sass Event Management Software
Overview
For over three years, we have managed Google and Bing Ads for a B2B SaaS event management software company. This ongoing partnership has allowed us to navigate and adapt to significant industry changes, particularly the surge in virtual events post-COVID-19.
Challenges
The shift towards virtual events, such as conferences, summits, and tradeshows, led to increased competition in the industry. This heightened competition resulted in a notable rise in Cost-Per-Click (CPC) and overall advertising costs.
Achievements
Despite the challenges, we successfully achieved the following:
- Increased Conversion Rates (CVR): Through targeted ad strategies and continuous optimization, we significantly improved the conversion rates.
- Cost Efficiency: We reduced the cost per conversion from $2500 to $1200 over the past three years.
- Budget Optimization: By focusing on more relevant keywords, we enhanced budget efficiency, ensuring that ad spend was directed towards high-performing keywords.
- Improved Conversion Rate Optimization (CRO): Implemented advanced CRO techniques to maximize the effectiveness of landing pages and ad copy.
Conclusion
Our strategic approach and continuous optimization efforts have not only mitigated the impact of rising CPCs but also delivered substantial improvements in conversion rates and cost efficiency. This case study highlights our ability to adapt to industry changes and drive successful outcomes for our clients.
