OverviewA company specializing in online corporate compliance training came to Mad Fish Digital in April 2015 seeking help with the restructuring of their Google AdWords account. Although the account had been running for quite some time, the client wasn’t receiving the number of leads expected for the amount of money being spent each month. Upon setting a target cost per acquisition (CPA) and defining target audiences, Mad Fish Digital began an entire revamp of the account.
GoalsMad Fish Digital worked with the client to set goals and expectations for the account that would directly impact the quantity of leads being fielded by their sales team and the cost at which those leads would be acquired.
- Ensure ad coverage for all training offerings
- Raise bids and optimize structure to increase impression share
- Segment campaigns and ad groups based on training offerings and targeting criteria
- Reduce overall CPA