Case Study
Hicomply is a UK-based company that offers businesses SaaS (software as a service) security solutions to manage cyber risks and accelerate growth. In September 2022, Hicomply asked Search Laboratory’s PPC experts to improve conversions and sales success for the business.
Objectives included:
With these priorities in mind, our PPC team developed a plan to resolve these issues.
Our PPC team started by carrying out a full audit of Hicomply’s PPC account, in line with current best practices. This included ensuring campaigns were built out as expected, conversions were being tracked and recorded correctly as well as actioning any immediate repairs. The data and insights from this audit then outlined the key areas that needed addressing to achieve Hicomply’s desired results.
One of the key findings was that the market is highly competitive with high cost-per-clicks and some PPC media spend had been invested into low-performing campaigns. This resulted in ads being shown to less relevant users with a lower chance of conversion. As a result, personal and spam email addresses accounted for a high number of contacts, increasing time spent qualifying prospects from less relevant businesses.
After discovering these pain points, our PPC team developed an effective digital strategy for Hicomply.
The first task was to review search terms. Since many targeted search terms focused on irrelevant, informational keywords rather than commercial terms, the PPC traffic was not converting at the required levels, and brought in uninformed contacts outside Hicomply’s target audience.
Along with refining the search term strategy, the PPC team also rewrote ad copy for Hicomply’s entire Google Ads account. This ensured that Google Ads reflected search queries more closely. By improving ad relevancy, Hicomply had a better chance of improving click-through rates from their target audience.
Audience targeting was expanded and overlayed across key PPC campaigns to increase the reach of ads, which again resulted in better-quality traffic more in line with Hicomply’s ideal customer base feeding through to the sales team via HubSpot.
Our team also overhauled the budget strategy, ensuring that spend was invested into initiatives that gave the strongest chances of conversion. The change directed users away from poor-quality campaigns, which had driven high volumes of traffic historically.
Another suggestion involved the implementation of bot-blocking software. This blocked spam traffic from clicking on ads, reduced wastage, and improved budget efficiency further.
To provide a shared view into PPC spend, assets, and metrics, our team created a detailed Google Looker Studio report. The purpose of this report was to highlight the best-performing assets, aggregate PPC results, and list the most effective ad headlines from competitors to repurpose and inform strategy.
After twelve months of working together, comparing Q3 2022 to Q3 2023, our PPC team delivered fantastic results, which were the best ones Hicomply had ever seen!
Additionally, in Oct-Dec 2023, HubSpot contacts and leads generated from PPC hit their highest-ever amount.
Following this success, Hicomply decided to bring in our SEO and our Analytics and Data Science teams to continue supporting PPC in their efforts. Combining each team’s expertise has developed a fully integrated digital strategy that will enhance Hicomply’s results and efficiencies even further.
Do you want to achieve the same success as Hicomply?Get in touch and our PPC team will make it happen
Case Study
Case Study
Case Study