“Big 5” Accounting Firm
Client’s private wealth management team was looking to increase the total number of downloads of their annual wealth management guide, and had not found success through other marketing channels. The team wanted to focus only on high net worth individuals.
DMi recommended a robust paid search strategy across the Google and Bing/Yahoo networks to reach high net worth individuals.
DMi employed the following strategies in our paid search campaigns to reach the target audience:
- Using specific keywords to drive relevant traffic (for example: “capital gains tax rate”)
- Utilizing negative keywords to avoid unwanted traffic (for example: “earned income tax credit”)
- Geographic-based bid increases for neighborhoods that are within the top 10% of annual income for the United States.
Client tasked DMi with achieving a 5% year-over-year improvement in the total downloads of the wealth management guide, while keeping the Cost per Download flat or improving it.
DMi’s client is one of the most recognized healthcare staffing companies in the country. The client’s family of brands fill nursing, allied healthcare, pharmacy, advanced practice and case management vacancies through a network of 350,000+ professionals and 65+ local branch locations nationwide.
Client came to DMi with a goal of improving on an already extensive Adwords paid search effort spanning 7 unique brands, all vying for the attention and clicks of similarly qualified healthcare professionals.
DMi’s Paid Search Team immediately recognized a need to rebuild and reorganize Client’s major PPC accounts. The primary goal of the reorganization would be to minimize competition across the various brands as well as make the account architecture lend itself to effective optimizations moving forward.
DMi was committed from the start to pricing our PPC work in a way that was aligned with Client’s interests. Client was seeking more web leads from search traffic at a more efficient cost per lead, so DMi set a variable markup for each account which was determined by lead and CPL goals determined at the start of each month. Over time, this model has evolved into a model that works even more towards Client’s goals, with DMi’s markup determined not just by total leads generated, but by leads generated only with certain job qualifications (e.g. Registered Nurses).
Through our dynamic pricing model, new lead and CPL goals are determined each month. As performance has improved over time, our goals have continued to get more lofty, with an average goal improvement of 5-10% per month.
Continual month over month improvements in the primary efficiency metric of the campaign – cost per lead with a Registered Nurse (RN) background. Due to the continued improved efficiency, Client has found budget to test other DMi services, such as social media marketing and content generation.