Increase In Leads Without Increasing CPA

Summary

After Penguin & Panda updates Wiser Advisor lost 50% of leads generated through organic traffic. This issue got serious further when same impact was visible in organic traffic of their affiliates.

Our objective was to improve number of leads from Google Adwords, without increasing CPA.

Conversions Per Day

Cost Of Conversion

Key Challenges

Wiseradvisor is not an end customer of these leads, so they play with very little margin. Small jump in CPA would have consumed the whole ROI.

Financial Services in US is one of the most competitive fields, as majority of competitors are end customers of leads which is why, they normally bid very aggressively.

Results

30% month on month increase in number of conversions

10% month on month drop in cost of conversion