Digital Marketing Case Study | Paid Search & Social for a Market Disruptor

STEP 1: DRIVING LEAD VOLUME WITH PAID SEARCH
Effective Spend started with an intensive and iterative keyword research process to test the keywords that would convert best for Swivel. The team found that they could target mid-funnel keywords like “coworking spaces” and even high-funnel keywords for more general office space searches. They were able to capitalize on these higher volume terms while keeping CPC low by using advanced bidding strategies and finely tuned messaging to drive higher conversion rates.

GOOGLE ADVANCED BIDDING STRATEGY
Following the initial launch and ramp-up of Swivel’s paid search campaigns, Effective Spend began testing Google’s automated bidding strategies to understand which strategy would help Swivel scale up while keeping CPCs and cost per lead low.

After testing and measuring performance changes, the team rolled out the Maximize Conversions bid policy. Maximize Conversions automatically sets bids using Google’s machine learning to help get the most conversions for your campaign. By using historical information about your campaign and evaluating the contextual signals present at auction time, Maximize Conversions bidding automatically finds an optimal bid for your ad each time it’s eligible to appear.

Combined with a high-volume keyword strategy, the Maximize Conversions bid policy was able to quickly allocate budget toward the top performing audiences, demographics and search queries.

MESSAGING OPTIMIZATION
Effective Spend was able to achieve high impression share on mid-funnel and high-funnel search terms. But, given that Swivel was a new real estate concept, Effective Spend recognized the importance of using the ad copy to pre-qualify searchers—attracting clicks from the right users, and deterring users looking for more traditional office leasing solutions.

Building upon their own keyword research and working closely with the client’s marketing communications team, Effective Spend designed several A/B ad copy tests to understand which features and benefits resonated with Swivel’s true target customer.

Effective Spend also worked with Swivel to optimize conversion rate on the Swivel website. Applying the learnings from their keyword research and ad testing, Effective Spend helped Swivel incorporate the top converting keywords and ad copy into their landing page messaging.