Hyland have a complex budgeting structure, so every market has its own distinct budget and lead target, as well as an overall global lead target. In addition, it had been difficult to get a handle on the budget information without a manual update within the client’s budget tracker. In our first 6 months our priorities were:
Stablise Google Accounts
The transition of accounts had shot the CPA up to over 3x of target across all Google accounts. As the main driver of leads we had to stablise this fast to prevent the burnout of budget and under delivery of leads. We ran an eight week programme of micro-optimisation tests which were run concurrently to get learnings fast and correct the deviation. The programme resulted in a massive turnaround in performance, stablising the accounts and reducing overall Google CPA by 32%.
Reduce Reliance On Google With Social Ads
Google was the primary driver of leads, however social ads had only been used sparsely for vertical campaigns with mixed success. We introduced LinkedIn and Facebook ads to English speaking regions and then rolled out to LATAM. The results have been exceptionally strong with below-target CPAs, enabling us to de-risk the programme, lower overall CPA and reach new audiences
Lead Reporting
Managing the budget split across 4 regions, 4 languages, 14 budget lines and 6 platforms is challenging. With a strict no-overspend policy, we developed a real-time budget tracker to track performance and budget (leads and CPA) giving hourly updates on performance.
With the management techniques, ongoing optimisation and test and learn strategies applied the account, Hyland are seeing better performance month after month. Overall CPA is down 32% and the lead volume has increased 43% – enabling the annual MQL lead target to be hit early.