CHALLENGE: GENERATING LEADS.
We were able to set the generation of leads via the website authorized.by as the primary goal, in order to persuade the registered users to conclude a start-up or premium package. A registration on the website is counted a lead. This can be made by an online store or by the manufacturer of a brand.
Also, softconversions like contact inquiries via email or phone are important. Our task was thus to increase the number of leads and to make the authorization platform understandably accessible to potential customers.
„I personally find authorized.by’s vision of increasing security in digital commerce super exciting. Offering online stores and brand manufacturers the opportunity to ensure trust with a uniform seal of approval is – especially in today’s age of digital commerce – very important.“
Carvalho, Paid Advertising Consultant
Restructuring The Google Ads campaigns
In order to be able to set the potential in the form of performing keywords for the ad campaigns, an extensive and comprehensive keyword research was carried out. Here we were able to benefit from historical data in the Google Ads account. In close cooperation with our counterpart at authorized.by, we were able to filter out the areas that should be advertised via Google Ads. For us, the first priority was to understand the product itself in order to be able to evaluate a successful strategy and create a structured campaign structure. The seal of approval offered by authorized.by is aimed equally at online stores and brand manufacturers, which we were given as target groups.
Our approach was to modernize the concept of the Google Ads account. Through a holistic approach – with smart bidding, largely matching keywords (modified broad match), targeted ad texts and individually structured landing pages – we address the desired target group directly, so that we were able to achieve success after a short time.
Integration of B2B Social Ads (LINKEDIN)
To complement the Google Search campaign, we launched a LinkedIn campaign with the goal of increasing awareness. Despite – compared to Google – higher CPCs for social campaigns, we decided to use the LinkedIn platform. The channel offers us a completely different way of addressing our target group, so that we play our ads directly to decision-makers and management positions. The success already achieved by authorized.by with an online store customer is advertised in the form of a case study. After a close coordination on the image material and its content, we were able to start an A/B test to evaluate the customer approach.
To support the search campaigns, we also created a remarketing campaign in the GDN (Google Display Network). This was used to re-target potential customers who had already had contact with the authorization platform. Thus, website visitors were retargeted through clever placements in the GDN after leaving without a registration. To keep the costs of the remarketing campaign in check, we decided to exclude the users who only visited the home page. With these visitors, we can assume that they are less relevant users that we would prefer not to address again.
I commissioned eology to optimize our existing SEA campaigns and supplement them with remarketing campaigns and paid social campaigns on LinkedIn. eology also convinced me in this collaboration with its close support, technical expertise, timely successes and consistently friendly and committed cooperation.
authorized.by® is an authorization platform for building trust and increasing performance in digital commerce. The platform offers manufacturers the opportunity to authorize their eCommerce partners. Online stores benefit from visible confirmation as an authorized brand partner through the seal of approval “Authorized Partner” and TÜV-ShopIdent. TÜV-ShopIdent is the verification of web identity by TÜV Saarland and gives users the highest confidence in the purchasing process.
But the platform can do more: online stores can be supplied with the latest product content from their brand partners and thus increase the quality and time-to-market of their product information. This demonstrably leads to a competitive advantage, higher conversion and better sales. Customers now include more than 1,200 well-known brands from various industries such as Thule, VAUDE, Cybex, Napoleon, Deuter, Patagonia, Stabilo and more than 1,400 retailers such as Globetrotter, Sporthaus Schuster and Autoteile Immler.
40.12 % increase in conversion rate
By targeting potential customers at the right time in the conversion funnel, we were able to increase the conversion rate by over 40% in the first three months!
48.25% lower CPC for search campaigns
Identifying relevant keywords and removing redundant keywords helped us reduce click prices by an average of 48%.
Reduce costs / conversions by 16.58%
By creating relevant conversions and lowering CPCs in the process, the cost of a conversion was reduced by almost 17%.