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Saving Clients Money through PPC Bid Management
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OPTIMIZING GOOGLE AD GRANTS TO DRIVE PROFITS
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Brief
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Earning a Google Grant is the first step. After months of underutilizing the grants, we received a call from a Global Non-profit organization needing help managing their Adwords account to fully maximize the impact.
Our objectives were the following:
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Find out why the Ad Grants weren’t driving more clicks
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Evaluate the Content
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Increase Sign-ups
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Deliverables
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Ad Grants have their own set of challenges. In this case, the maximum bids for this Grant Account were $2 per click; however, the industry was trending near $5-$10 per click. Our next step was to get creative. We did LOTS of research on creative keywords. We developed customer segments for targeting at each level of the funnel and made sure to capture and track all of our visitors through extensive UX deigns improvements and testing.
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Ran a Adwords Audit
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Setup Tracking & Conversions
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Created Customer Segments
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Setup Lead Capture Pages
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Lots and LOTS of Keyword Research
[/fusion_li_item][/fusion_checklist][/fusion_builder_column][fusion_builder_column type=”1_2″ layout=”1_2″ last=”yes” spacing=”yes” center_content=”yes” hide_on_mobile=”no” background_color=”” background_image=”” background_repeat=”no-repeat” background_position=”left top” hover_type=”none” link=”” border_position=”all” border_size=”0px” border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”0″ animation_direction=”down” animation_speed=”0.1″ animation_offset=”” class=”” id=”” min_height=””][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”125px” bottom_margin=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_progress height=”” text_position=”” show_percentage=”no” unit=”” percentage=”100″ filledcolor=”” filledbordersize=”” filledbordercolor=”#d3d6e0″ unfilledcolor=”” striped=”no” animated_stripes=”no” textcolor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””]Keyword Research[/fusion_progress][fusion_separator style_type=”none” top_margin=”30px” alignment=”center” /][fusion_progress height=”” text_position=”” show_percentage=”no” unit=”” percentage=”100″ filledcolor=”” filledbordersize=”” filledbordercolor=”#d3d6e0″ unfilledcolor=”” striped=”no” animated_stripes=”no” textcolor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””]PPC Bid Optimization[/fusion_progress][fusion_separator style_type=”none” top_margin=”30px” alignment=”center” /][fusion_progress height=”” text_position=”” show_percentage=”no” unit=”” percentage=”95″ filledcolor=”” filledbordersize=”” filledbordercolor=”#d3d6e0″ unfilledcolor=”” striped=”no” animated_stripes=”no” textcolor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””]Lead Gen Page Development[/fusion_progress][fusion_separator style_type=”none” top_margin=”30px” alignment=”center” /][fusion_progress height=”” text_position=”” show_percentage=”no” unit=”” percentage=”79″ filledcolor=”” filledbordersize=”” filledbordercolor=”#d3d6e0″ unfilledcolor=”” striped=”no” animated_stripes=”no” textcolor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””]UX & Testing[/fusion_progress][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”” hundred_percent=”no” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”no” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”0px” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”100″ padding_right=”” padding_bottom=”150″ padding_left=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”yes” center_content=”yes” hover_type=”none” link=”” min_height=”” hide_on_mobile=”no” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”0px” padding_right=”10%” padding_bottom=”0px” padding_left=”10%” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”down” animation_speed=”0.1″ animation_offset=”” last=”no”][fusion_text]
Results
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After months of rigorous testing, tweaking landing pages, adding target segments, chasing the long-tail keywords, and optimizing our bid strategy we were able to drive more leads (and signups), utilize more of the Ad Grant (saving millions in Ad spend), and support a growing non profit that is making a lasting impact on the world.
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FEATURED PROJECTS
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Creative SEO Strategy
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Learn how we creatively devised a comprehensive SEO strategy to capitalize on new markets.
[/fusion_text][fusion_button link=”https://www.bergnerconsulting.com/work/search-engine-optimization/” text_transform=”” title=”” target=”_self” link_attributes=”” alignment=”center” modal=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” color=”lightgray” button_gradient_top_color=”” button_gradient_bottom_color=”” button_gradient_top_color_hover=”” button_gradient_bottom_color_hover=”” accent_color=”” accent_hover_color=”” type=”” bevel_color=”” border_width=”” size=”small” stretch=”default” shape=”” icon=”” icon_position=”left” icon_divider=”no” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]Read More[/fusion_button][/fusion_builder_column_inner][fusion_builder_column_inner type=”1_4″ layout=”1_4″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”12473″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”Digital Transformation image ” link=”https://www.bergnerconsulting.com/work/digital-transformation/” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://www.bergnerconsulting.com/wp-content/uploads/2016/07/PPC-300×240.jpg[/fusion_imageframe][fusion_title margin_top=”20″ margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”1″ content_align=”left” style_type=”none” sep_color=””]
Digital Transformation
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Learn how we assisted a 25-year-old retailer with strategies to reconnect with their customers.
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Competitive Research
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Supporting a venture capital firm as they analyzed the industry and made an investment.
[/fusion_text][fusion_button link=”https://www.bergnerconsulting.com/work/industry-research/” text_transform=”” title=”” target=”_self” link_attributes=”” alignment=”center” modal=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” color=”lightgray” button_gradient_top_color=”” button_gradient_bottom_color=”” button_gradient_top_color_hover=”” button_gradient_bottom_color_hover=”” accent_color=”” accent_hover_color=”” type=”” bevel_color=”” border_width=”” size=”small” stretch=”default” shape=”” icon=”” icon_position=”left” icon_divider=”no” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]Read More[/fusion_button][/fusion_builder_column_inner][fusion_builder_column_inner type=”1_4″ layout=”1_4″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_imageframe image_id=”12481″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”none” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”PPC Bid Management image ” link=”https://www.bergnerconsulting.com/work/ppc-bid-management/” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://www.bergnerconsulting.com/wp-content/uploads/2016/07/Google-300×240.jpg[/fusion_imageframe][fusion_title margin_top=”20″ margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”1″ content_align=”left” style_type=”none” sep_color=””]
PPC Bid Management
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Learn how we overhauled a non-profits PPC program to stretch their budget and maximize results.
[/fusion_text][fusion_button link=”https://www.bergnerconsulting.com/work/ppc-bid-management/” text_transform=”” title=”” target=”_self” link_attributes=”” alignment=”center” modal=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” color=”lightgray” button_gradient_top_color=”” button_gradient_bottom_color=”” button_gradient_top_color_hover=”” button_gradient_bottom_color_hover=”” accent_color=”” accent_hover_color=”” type=”” bevel_color=”” border_width=”” size=”small” stretch=”default” shape=”” icon=”” icon_position=”left” icon_divider=”no” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]Read More[/fusion_button][/fusion_builder_column_inner][/fusion_builder_row_inner][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container admin_label=”” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”yes” menu_anchor=”” hide_on_mobile=”no” class=”” id=”” background_color=”#303745″ background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”left” enable_mobile=”no” parallax_speed=”0.5″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”0px” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=”” padding_right=”” padding_bottom=”” padding_left=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”yes” center_content=”yes” link=”” target=”_self” min_height=”” hide_on_mobile=”no” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”10%” padding_right=”0px” padding_bottom=”0%” padding_left=”0px” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”down” animation_speed=”0.1″ animation_offset=”” last=”no”][fusion_builder_row_inner][fusion_builder_column_inner type=”3_4″ layout=”3_4″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” size=”1″ content_align=”left” style_type=”default” sep_color=””]
Connect with our Marketing Practice
[/fusion_title][/fusion_builder_column_inner][fusion_builder_column_inner type=”1_4″ layout=”1_4″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no” border_position=”all”][fusion_button link=”” title=”” target=”_self” link_attributes=”” alignment=”” modal=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” color=”default” button_gradient_top_color=”” button_gradient_bottom_color=”” button_gradient_top_color_hover=”” button_gradient_bottom_color_hover=”” accent_color=”” accent_hover_color=”” type=”” bevel_color=”” border_width=”” size=”” stretch=”default” shape=”” icon=”” icon_position=”left” icon_divider=”no” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]Contact Us[/fusion_button][/fusion_builder_column_inner][/fusion_builder_row_inner][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”10″ bottom_margin=”10″ border_size=”0″ icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_content_boxes layout=”icon-on-top” columns=”3″ title_size=”24px” title_color=”#ffffff” body_color=”#ffffff” backgroundcolor=”” icon=”” iconflip=”” iconrotate=”” iconspin=”no” iconcolor=”#2176ff” icon_circle=”yes” icon_circle_radius=”” circlecolor=”#ffffff” circlebordersize=”” circlebordercolor=”#ffffff” outercirclebordersize=”” outercirclebordercolor=”#ffffff” icon_size=”35″ icon_hover_type=”pulsate” hover_accent_color=”#ffffff” image=”” image_width=”” image_height=”” link_type=”” link_area=”” link_target=”” icon_align=”left” animation_type=”” animation_delay=”” animation_offset=”” animation_direction=”left” animation_speed=”0.1″ margin_top=”” margin_bottom=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=””][fusion_content_box title=”(650) 395-7880″ backgroundcolor=”” icon=”fa-phone” iconflip=”” iconrotate=”” iconspin=”no” iconcolor=”” circlecolor=”” circlebordersize=”” circlebordercolor=”” outercirclebordersize=”” outercirclebordercolor=”” image=”” image_width=”35″ image_height=”35″ link=”” linktext=”” link_target=”” animation_type=”” animation_direction=”left” animation_speed=”0.1″ animation_offset=”” /][fusion_content_box title=”Tweet Us” backgroundcolor=”” icon=”fa-twitter” iconflip=”” iconrotate=”” iconspin=”no” iconcolor=”” circlecolor=”” circlebordersize=”” circlebordercolor=”” outercirclebordersize=”” outercirclebordercolor=”” image=”” image_width=”35″ image_height=”35″ link=”https://twitter.com/bcgdigital” linktext=”” link_target=”” animation_type=”” animation_direction=”left” animation_speed=”0.1″ animation_offset=”” /][fusion_content_box title=”Email Us” backgroundcolor=”” icon=”fa-paper-plane” iconflip=”” iconrotate=”” iconspin=”no” iconcolor=”” circlecolor=”” circlebordersize=”” circlebordercolor=”” outercirclebordersize=”” outercirclebordercolor=”” image=”” image_width=”35″ image_height=”35″ link=”mailto:scott@bergnerconsulting.com” linktext=”” link_target=”” animation_type=”” animation_direction=”left” animation_speed=”0.1″ animation_offset=”” /][/fusion_content_boxes][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
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