In tandem with the increase in calls and form fills, we also saw a sharp decrease in the cost per click of the company’s Google Ads. The $7.91 average cost per click we saw in January had fallen to just $3.02 by the end of June. How did we accomplish this? At WebRocket, we believe in hands-on management of Google Ads accounts, which means that we monitor and make necessary changes daily in order to drive down costs and increase conversions. The $4.89 drop in the average cost per click was the result of countless landing page optimizations, changes to the offers and calls-to-action, and calculated bid adjustments.
Now that the foundational work was done and we had already seen tremendous gains in both rankings and conversions, it was time to keep our feet on the gas to continue driving the volume of calls and form fills upward. We did this by building out backlinks, location pages, and adding fresh SEO-friendly content to the website. As we did this work, we also continued closely watching the performance of the paid ads and looked for opportunities to improve.
By October, these efforts had resulted in an additional 39% increase in calls and a 9% further drop in CPC.
