Our client was looking for a well-integrated digital marketing strategy to improve lead generation outcomes, while more effectively managing their advertising costs. They came to us with concerns around low performance of their existing digital marketing agency.

Upon inspection, KLR’s digital team identified the previous provider was using a siloed approach to digital advertising – one that was not integrated into the client’s overall strategy, and was not talking to their other customer touch points (e.g. their website), In fact, as is unfortunately common-place, the provider had set up a dummy URL and was sending traffic away from the client’s website, removing the ability for the client to capitalise on spend to improve their long-term web presence.

Upon review of the campaigns, it was clear the provider did not understand the client’s industry or target customers, resulting in high cost per click (CPC), coupled with unnecessary charges for irrelevant search terms and call throughs. This was on top of discovering only 35% of their funds were being allocated to the actual campaigns!

Upon review of the campaigns, it was clear the provider did not understand the client’s industry or target customers, resulting in high cost per click (CPC), coupled with unnecessary charges for irrelevant search terms and call throughs. This was on top of discovering on 35% of their funds were being allocated to the actual campaigns!

Using this information, KLR’s digital team developed a wraparound digital advertising strategy, which integrated the overall goals of the organisation.

Specific process improvements included:

• tailoring web content to compliment marketing programs
• thorough review of keywords and identification of costly, negative keywords
• improved location targeting
• development of pathways for potential customers to access information on the specific service they were looking for
• lead generation and conversion of warm leads to real customer enquiries