Fallon Solutions is a trade services business servicing all of South East Queensland. They have a multi-million dollar SEM marketing budget per annum and have an always on solution. During a downturn in the economy and with greater insight, Fallon Solutions were able to increase their yield and also increase their bookings with confidence.
By looking at keyword engagement, geography and ad copy developments we could isolate what was working for the client and what wasn’t. This wasn’t so clear cut as with a predominantly custom internal booking system, and operating solely off phone calls, the difficulty to isolate who was calling came down to creating a suite of phone numbers with keyword groups, isolating and clustering certain keyword types, then removing high cost low booking results to give more yield to marketing spends.
BKC Media is responsible for several organisations primary lead development through Search Engine Marketing, with Fallon Solutions a primary example. These systems require a continuous operation and attention to detail with 100s of campaigns running concurrently within their own budget confinements. The primary focus is on actual bookings, not just leads, so making sure our audience is focused heavily on high performance returns with a strong focus on ROI.
We rolled into a new high-performance system with a new website which consolidated a number of smaller websites to deliver a range of results. This consolidation contained a number of changes with a variety of teething issues that we had to work with 3rd parties that were handing the website consolidation with us working tightly together to deliver with the client.
On-top of this Google in 2024 performed several core updates that affected SEO results and we had to pivot quickly to lift performance. We worked on lifting SEO results and responding immediately to the new SEO updates and what we could see was working in the market which involved re-writing a lot of content and some strong performance updates.
Since creating a system that can monitor the performance of bookings against keywords, we were able to manually focus on these keyword sets and isolate what converts and what doesn’t. This led to a gradual decline in sector trades as we could see a lower Cost Per Booking slowly install itself across the board. This decline over the course of 6 weeks intensive review of over 10,000 keywords was a manual process in identifying what had worked across a consistent period of time that could be reviewed, checked and either removed or kept.
We linked clicked keywords through mobile only which made up 50% of traffic on the website to identify what call numbers were clicked the most and which had zero or little interaction and then compared it to the investment. We then performed tests of switching of ‘clusters’ of keyword ad groups to check if they were effective over a 2 week period of gaining results or not. This allowed us to perform multiple tests at once as we were running against time constraints to deliver revenue and ROI.
We could see over the course of the 6 weeks a continuous downward trend of the Cost Per Booking that came down overall by -38% and has continued to stay down since performing the activity. This not only has improved the system we’d created from an inherited platform, it also has now outperformed the Year on Year results with a continued -25% Cost per booking reduction over 2 months leading up to writing this case study.
With more data now available, we can repeat the process again over a longer period and determine more incremental improvements to build out a successful further SEM booking engine.
Does your business rely on SEM to gain leads? Is your annual budget range between 1-5mil? We are experts in this space with Digital Performance Marketing at our core. We can make sure your marketing budget is utilised to its maximum potential.
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