Target Audience: Small and Mid-Size Business Offices CleanTech Offer: Cloud-Based Storage and Document Scanning
Learn how a mid-size document management company increased sales revenue through Google Adwords by developing an entire closed-loop campaign.
Situation DocuLynx, a document management and scanning company, wanted to increase leads to their various scan locations across the country. They were already paying a third party service $70-$125 per lead for scan leads and wanted to know if Google Ads could create similar leads at a fraction of the cost.
Steps to Achieve Goal The first step was to choose keywords and targeted geographies for the google ad to appear. Since it could take 30-60 days for the quality score to get high enough for the ad to show consistently, it was important to choose phrases that customers would use when searching for DocuLynx's product or service. A few phrases including "document scanning" were chosen for the paid DocuLynx Google Ad.
In addition to the paid advertising, ecoImagine group also added keywords to DocuLynx's web site and landing pages so that search phrases would also bring up DocuLynx's organic (unpaid) listings. The prospect could then chose to click on either the Google Ad or the organic listing. From there, the prospect would be directed to a landing page that would develop an online quote in exchange for email address and name.
In addition to the instant quote on the landing page, the same quote would be emailed to the prospect from their assigned rep and an email would be sent to the sales rep alerting them of the activity so they could follow-up.
Since DocuLynx was using Pardot, a marketing automation platform, these inquiries were tracked as leads in Pardot and in Salesforce.com creating an entirely closed-loop process. The lead generated from the Google Ad or the organic ad, would create a new contact record in the Pardot system and be assigned a source code depending on where the lead originated from (google ad or organic search and geography).
If the lead came from a Google Ad in San Diego, for example, the lead source would be assigned "Google Ad San Diego" and the lead would be assigned to the Google Ad San Diego Salesforce.com campaign so it could be monitored as it moved through the various Salesforce.com stages.
Outcome The success of the Google Adword Program was evaluated across several criteria. First, the cost for the Google Adwords campaigns were compared against the revenue generated by the leads that came in. Keywords that drew in "good leads" continued, ads that weren't effective were dropped.
ecoImagine also worked with a team of Google Adwords specialists to fine tune messaging, conduct A/B resting, test various keyword combinations and to determine the best geographies for ads around the scan centers.
Thousands of dollars in revenue resulted from inbound leads (calls and instant quotes) for each of DocuLynx's 6 locations. The resulting pipeline was in the hundreds of thousands.