HCAH has a monthly Google Ad spend of $30,000. Before using Tars, GenYMedium(the agency who manages the Ad campaigns for HCAH) would use the Ad spend to direct prospects to : 1. Static Landing Pages with lead capture forms and phone numbers. 2. Click-to-Call campaigns, where a combination of IVRS and sales reps would attempt to qualify and capture their lead. The end result with Click-to-Call campaigns and Static Landing Pages was a Cost Per Lead that ranged between $8-$10 and a conversion rate of ~15%. GenYMedium used the Tars Chatbot builder to create conversational landing pages that would be used for mobile users clicking on a HCAH Google Ad. The company has seen CPL drop by around 50% to $5 and the lead conversion rate double to ~25%.
All businesses are challenging, but seasonal businesses present a plethora of unique challenges, including budgeting, hiring seasonal labor, and managing cash flow. Another unique challenge that we growth folks know all too well is how seasonality makes paid search particularly difficult. As Adam Greenspan, VP of marketing at Everfest, says, “The whole industry is riding that wave, so from a paid search perspective, there’s definitely an increase in competition - not to mention all metrics can swing wildly. It’s a little nerve-wracking trying to catch that wave on the upswing each year, but it’s what you’ve got to do to hit the season hard.” However, when executed properly, seasonality can present an excellent opportunity for your business to beat your competition and thrive. In this guide, I will detail the learning, planning and execution steps required to crush your goals despite the unpredictable nature of seasonal businesses.
Google Adwords is the most popular search engine marketing platform for marketers to reach their customers through paid search ads. These are the best articles on how to use Google Adwords to grow your business. Google Adwords products include Google Remarketing, Google mobile search advertising, Lookalike audiences, and YouTube advertising.
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