1) Beginning a new campaign without any previous data to base decisions on has its challenges, but we tackled this problem with some thorough keyword research and categorisation. A strong set of high search volume keywords sets the foundation for a strong campaign, and when combined with our unique campaign structure we have a recipe for a high volume of business leads. In month 1 we generated 17 leads at a conversion rate of 4.4%.
2) A good campaign arelies on accurate conversion tracking. Our client had several different methods by which a customer could get in contact and so we had to make extremely certain that each action was being attributed to the correct channel. We use Google Tag manager to manage these actions and are able to split the leads between multiple platforms, such as if a customer interacts with both a Facebook ad and a Google Ad before converting.