SEM/PPC CASE STUDY:
COMPANY PROFILE:
Industrious is the largest premium flexible workspace provider in the U.S. with 100+ locations in more than 50 cities.
THE CHALLENGE
Industrious sought to increase qualified interest form submissions across all 100+ US locations with a paid search, direct-response driven approach.
Service We Provide
Paid Search
What Socium Identified:
#1
Too much segmentation within the paid search ecosystem. An account of this complexity still needed layers of segmentation, but we wanted to consolidate wherever possible to maximize platform smart bidding technologies.
#2
Compounding bid modifiers stretching throughout the account were inflating keyword cost per click (CPC).
#3
There wasn’t a proper negative keyword strategy in place to ensure the correct US location triggered specific searches.
Our Strategic Approach
BACK TO THE PAID SEARCH BASICS
Socium kicked off the engagement with an all-hands whiteboard brainstorming session with the Industrious team. Within a few weeks, we restructured the paid search account from the ground up. Campaigns were broken out by the specific market and tactic. Within each campaign, keywords were grouped together based on the different ad group themes.
A FOCUS ON TESTING
We tested different landing pages in our initial launch to measure which experience drove the strongest on-site conversion rates and lowest cost per metrics.
A STRATEGIC LOOK AT GOOGLE ADS AUTOMATION
We removed automated bid strategies on particular campaigns where CPCs were historically inflated. For example, we opted Brand campaigns into a different bidding strategy to decrease CPC.
A GREAT FOCUS ON NEGATIVE KEYWORDS
Since they had 100+ locations spread across the US, and several cities and states had multiple locations, we incorporated a robust negative keyword strategy. This prevented our campaigns from competing against one another and causing higher CPC’s.
The Results:
30-Day Pre/Post Socium Media Takeover
+159%
Via internal numbers, overall form submissions via Paid Search increased
-32%
The decrease in Brand CPC. Not to mention, Brand form submissions more than doubled pre/post
The dramatic improvement in Paid Search has resulted in Industrious allocating more funds to Paid Search this year, as well as testing new tactics. Additionally, we’ve begun to further consolidate the account for increased efficiencies.
Socium had an immediate impact on our business. Their first month of management led to the best SEM performance in company history!
— Chrissy Capalbo (Director of Growth)
