BRANDING - RAVEN STUDIO

Star Optimizing Lead Quality for MM Media Monitoring Software Star

Background

MM is a UK-based company offering premium media monitoring solutions tailored to businesses and agencies that require sophisticated tracking, analytics, and reporting tools.

Despite consistent ad efforts, the majority of leads generated were unqualified, leading to wasted budget and inefficiencies. MM sought a solution to refine their advertising strategy and focus only on eligible prospects.

ABOUT

Client: MM (Media Monitoring Software Company)
Industry: Software as a Service (SaaS)
Objective: Generate high-quality leads for a high-end media monitoring software product while minimizing ad spend on ineligible audiences.

Challenges

  1. Unqualified Leads: A significant portion of leads did not meet the criteria for using MM’s premium product.
  2. Broad Campaign Focus: The use of Performance Max campaigns led to irrelevant clicks and low-quality traffic.
  3. Budget Wastage: Ads were displayed outside office hours and on mobile devices, reducing conversion quality.

Year

2024

Client

MM SOFTWARE

Services

Google Ads Manager

Project

Increasing MQLS

Description

Strategy

The goal was to refine MM’s advertising efforts to focus on high-intent audiences, optimize the budget, and ensure ad visibility to decision-makers only.

1. Campaign Restructuring

Transitioned from Performance Max campaigns to targeted Search Campaigns for greater control and precision.

  • Campaign 1: Branded Search Campaign

    • Targeted keywords like “MM Media Monitoring Software” and “MM Monitoring Solutions” to capture high-intent traffic actively searching for the brand.

  • Campaign 2: Competitor Keyword Campaign

    • Targeted competitor keywords such as “Alternative to [Competitor Name]” or “[Competitor Name] Monitoring Software.”
    • Focused ad copy highlighted MM’s unique features and advantages over competitors.

  • Campaign 3: Solution-Based Keyword Campaign

    • Focused on keywords like “Best Media Monitoring Software,” “Real-Time Media Analytics,” and “Enterprise Monitoring Tools.”
    • Ads emphasized MM’s ability to provide comprehensive, premium solutions tailored to business needs.

2. Keyword Refinement

  • Shifted to exact match and phrase match keywords to eliminate irrelevant traffic.
  • Regularly reviewed search term reports to exclude non-relevant queries using negative keywords.

3. Scheduling Optimization

  • Scheduled ads to run only during business hours in the UK (9 AM to 5 PM) to align with decision-maker availability.
  • Excluded weekends and holidays to prevent unnecessary spending.

4. Device Targeting

  • Disabled ads on mobile devices to focus on desktop users, as decision-makers were more likely to research and convert using their computers.

5. Ad Copy and Extensions

  • Created tailored ad copies emphasizing MM’s premium features, ROI benefits, and exclusivity.
  • Used callout and sitelink extensions to highlight specific solutions, case studies, and pricing inquiries.

Execution

Timeline:

  • Weeks 1–2: Campaign restructuring, keyword research, and ad copy creation.
  • Weeks 3–4: Launched campaigns with refined targeting and tracking mechanisms.
  • Week 5-8: Monitored performance, adjusted bids, and added negative keywords to refine traffic further.

Key Metrics Monitored:

  • Conversion Rate (qualified leads)
  • Cost per Qualified Lead (CPQL)
  • Click-Through Rate (CTR)
  • Impression Share

Results

  1. Qualified Leads:

    • Increased the percentage of qualified leads by 67% within the first month.
    • Reduced unqualified leads by over 50%, leading to more efficient use of the budget.

  2. Cost Efficiency:

    • Decreased CPQL by 40%, allowing for better allocation of ad spend.

  3. Campaign Performance:

    • Branded Campaign CTR: 12.5%
    • Competitor Campaign CTR: 9.8%
    • Solution-Based Campaign CTR: 8.7%
    • Conversion rate across campaigns improved to 15.3%.

  4. Audience Insights:

    • Identified high-performing keywords and ad copies that resonated with MM’s target audience.
    • Gained valuable data on competitor audience behavior.

Takeaways

  • Switching from PMax to Search Campaigns provided precise control over ad targeting and performance.
  • Exact and phrase match keywords are critical for filtering out irrelevant audiences.
  • Scheduling and device targeting can significantly improve lead quality by ensuring ads reach the right audience at the right time.
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