Professional Services

Holborn Adams - Digital Marketing & Web Design & Build &

Holborn Adams

The Challenge

Making Their Digital Marketing Spend Profitable Again

Holborn Adams approached Digital Impact in late 2016 looking for a review into their existing digital marketing campaigns. The company had been running an existing AdWords campaign with a significant monthly spend aimed at securing high value criminal defence leads.

After a prolonged lull in enquiries coupled with increasing Adwords spend, the firm were forced to seek an expert appraisal of the campaign in its entirety.


Our Solution

Full PPC Audit and Campaign Restructuring With Conversion Rate Optimisation & PPC Management

Since Holborn Adam’s campaign was live, our very first step was to immediately setup email and call tracking so the company could effectively track all leads and conversions the campaign was generating.

Armed with this information, the company could easily identify and grade the leads coming from AdWords, allowing them to work out an accurate ROI on a monthly basis.

Our next step was to carry out a full PPC campaign audit to rebuild campaigns and review the pages where Holborn Adam’s lucrative paid traffic was being sent to and ensure that they were fully optimised to generate leads.

  • Built With

The Results

What Impact We’ve Had

  • 192%

    Increase in Click Through

  • 157%

    Increase in Conversions

  • 113%

    Increase in Adwords Leads

  • 37%

    Decrease In Bounce Rate

  • 73%

    Decrease in Cost per Lead

  • 41%

    Decrease in Ad Costs


Digital Strategy

What Services We Provided

  • Planning
  • Persona Development
  • Analytics Reviews
  • UX Audit
  • Creation
  • Website Design
  • Wesite Development
  • Landing pages
  • Marketing
  • Conversion Rate Optimisation
  • Adwords

Research & Planning

A Full Campaign Audit & PPC Campaign Restructuring

We needed to complete a full audit of the existing Holborn Adams Adwords account to identify any issues in the account and make sure all campaigns were running as per best practice.

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Campaign Settings Review

  • Optimising the ad schedule for conversions and avoiding wasted clicks
  • Gaining full control of the budget settings for our in house experts to manage
  • Optimising for devices to increase conversion rates and return on investment for different users.

Campaign Settings Review

  • Optimising the ad schedule for conversions and avoiding wasted clicks
  • Gaining full control of the budget settings for our in house experts to manage
  • Optimising for devices to increase conversion rates and return on investment for different users.

Keyword & Ad Performance & Research

  • Full negative keyword review to reduce wasted clicks and costs for the client
  • Changing keyword types to reduce wasted clicks and costs for the client
  • Breakdown and optimisation of keywords and ad groups to increase quality scores
  • Keyword discovery for high value keywords that are not shown
  • Rewriting of all ads as per AdWords best practice and testing Call to Actions to increase Click Through Rates.

Building On What We Learnt

AdWords Landing Pages & Conversion Rate Optimisation (CRO)

All our recommendations are driven by data. Once we ran the landing pages through our research phase using tools which provide key insight into user behaviour, we were able to make the relevant design recommendations (UI & UX). We removed the user's sticking points to encourage them to complete the Holborn Adams site goals (email and phone enquiries).

AdWords Landing Pages

Having identified the website’s issues which were letting the campaign down, we designed a mobile-first landing page structure which was rolled out across all of the firm’s key services.

  • Clear CTA With Conversion Focus
  • Request A Call Back
  • Video Chat
  • Testimonials
  • Unique Targeted Content
  • Internal Linking

CRO, A New Contact Page To Increase Leads

After our landing pages went live, we could see users were clicking through the Call to Actions but dropping off at the contact page. So we optimised this too!

  • Mobile First Design
  • Adapts To User Preferences
  • A Modern Form to Encourage Interaction
  • Multiple Contact Methods

Redesigning The Site Navigation

A major issue we discovered from user data was when a user landed on a page, they had issues navigating the site for key pages like About, Case Studies & Contact Us. We sought to fix this by redesigning the menu to allow seamless navigation.

Always Improving

Ongoing PPC Management & CRO

AdWords is a complex and constantly changing service. With our ongoing PPC Management Holborn Adams are able stay ahead of the competition and ensure their campaign is always generating the best ROI possible.

With existing features tweaked and new features introduced on a weekly basis, it is essential that the firm’s campaign responds and adapts in an evolving environment.

A/B Testing

With our monthly management, we conduct a series of tasks which require continuous review and improvement. For example, we will A/B test ads to gain higher click through rates and source emerging niche and lucrative long-tail keywords which have a lower Cost-Per-Click (CPC) but often provide tremendous ROI for the firm.

 

Call To Action Wording A/B Testing - 16% Increase In Goal Completions From Version A

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