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How Hustle Marketers Drive 35% Lead Surge and a 300% ROI Boost for CMSC
January 31, 2024 at 2:14 pm
Client: Central Massachusetts Driving School (CMSC is a premier driving school in Massachusetts that trained over one lakh drivers)
Project Timeline: 1st January to 31st December 2023
Services Delivered: Google Ads, Google Analytics 4 (GA4) Integration
Investment: $150,850.95 on Google Ads
CMSC was facing some potential problems:
Poor Lead Quality: The current conversion funnel inefficiencies were impacting lead accuracy and tracking, making it challenging to identify the best-performing keywords and campaigns. This results in a loss of precision in tracking overall performance and valuable leads.
Overlapping Campaigns: Overlapping campaign structures, particularly those heavily reliant on broad or branded keywords, can lead to internal ad cannibalization, where campaigns compete against each other for the same impressions and drive up bid costs. This situation leads to increased costs and conversion deterioration. Thus, you get less effective ads at a higher cost.
What we did:
1. GA4 Integration for Enhanced Insights:
Situation: Neglecting GA4 usage led to a lack of understanding of user behaviour on our site.
Our Move: Before integration, we lacked a comprehensive understanding of user preferences and interactions, which made it difficult to make informed advertising decisions. However, with GA4, we were able to track user behaviour more effectively and gain valuable insights into their preferences and interactions with our website. This helped us optimize our advertising strategies, ultimately resulting in more effective ad campaigns and an improved user experience.
2. Keyword Restructuring for Enhanced Targeting
Situation: With over 20 campaigns lacking negative keywords and relying heavily on broad and branded terms, campaign efficiency was compromised.
Our Move: In response, we undertook a campaign restructuring and optimized the keyword strategy, aiming to improve ad relevance and potentially boost Quality Scores. By implementing negative keywords, the campaigns were able to avoid competing for the same impressions and ensured that each campaign targeted distinct search queries. This reduced wasted impressions and lowered CPCs.
3. Implementation of Retargeting Campaigns
Situation: The CMSC website received a lot of visitors, but we faced difficulty in converting them into enrolled students. Many users looked at our schedules and pricing and even started applying, but eventually did not complete the process. This resulted in missed opportunities to convert visitors into students and inefficient use of our ad budget.
Our Move: We implemented targeted retargeting campaigns based on user behaviour data. This approach utilizes pixel tracking to identify website visitors who have exhibited specific actions, such as visiting a pricing page or starting an enrollment form. By audience segmentation and dynamic ad content, we’re able to engage with these individuals at the right time and with messaging that’s relevant to them.
4. Expansion into New Service Areas for Increased Leads
Situation: There was a missed opportunity, as most of the new areas where they have provided their services were not targeted in the existing campaigns.
Our Move: Recognizing this, we expanded targeting to include these untapped service areas, broadening our reach and potential for more leads. This expansion strategy aimed to boost lead generation by tapping into new markets and expanding the customer base.
Increased Leads: 35% increase in leads through targeted expansion into new service areas.
Improved ROI: 300% improvement in ROI with the strategic approach of tapping into new markets and expanding the customer base.
Thanks to Hustle Marketers’ work, the client optimized their ad spends, increased SEO rankings, and reached more of their target audience. Hustle Marketers’ team was responsive and timely with their deliveries. The client also praised the hard work the team’s leadership staff put into the project.
In addition to our client’s review, the CMSC CEO recently shared their experience on Clutch, emphasizing the transformative journey and exceptional results achieved with Hustle Marketers.
Our strategic moves, such as implementing GA4, restructuring keywords, and introducing targeted retargeting, have shown promising results. These efforts led to increased website traffic, reduced costs, and improved conversion rates. Expanding into new service areas further boosted leads, resulting in a positive overall impact on CMSC performance.
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