2020 US Search Award Winner
2020 US Search Award Winner – Best Use of Search – B2C (PPC)

SEM/PPC CASE STUDY:

COMPANY PROFILE:

Industrious is the largest premium flexible workspace provider in the U.S. with over 95 locations in more than 50 cities. Services We Provided: Paid Search

THE CHALLENGE

Industrious sought to increase qualified interest form submissions across all 95+ 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. In a matter of 30 days, 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

Testing with Speed. Most notably, 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 we felt CPCs were historically too inflated. For example, we opted Brand campaigns into a different bidding strategy to decrease CPC.

A GREAT FOCUS ON NEGATIVE KEYWORDS

With 95+ locations spread across multiple cities, sometimes in a given state, or even sometimes within the same city, a negative keyword strategy was a major focus. We incorporated a robust negative keyword strategy to prevent 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 into new tactics.

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)