With cleaner, more refined conversion data in hand, Victor drives more high-intent callers and reduces his customer acquisition costs.
Victor is the senior manager of paid search at LimitlessTel. By all accounts, his conversion rate for "appointments set" looked great, but the average revenue was low and cost per conversion was high. There was room to improve, he just didn’t see how.
See what Victor discovered
Victor was surprised to learn that there were three distinct types of appointments being set. Topic 2 showed that a majority were new service appointments, but from topic 5, Victor learns that 33% of calls are technical service appointments being scheduled in the sales contact center, which he didn’t even realize was happening. Additionally, topic 16 showed that 14% of calls were to reschedule appointments. Prior to this discovery, Victor treated all appointments equally as inputs for his paid search optimization model.
See his solution
From topic 2, Victor creates a new refined "appointment-set" conversion signal within Invoca and pushes new calls matching this signal into Google Smart Bidding — replacing the previous broader and less accurate conversion signal. This ensures that he is only optimizing for high-value new customer calls, not for customer service calls or rescheduled appointments.
See his results
Discover Victor's Results:
With Google’s machine learning using the refined conversion signal, it automatically begins bidding on high-performing, lower cost keywords. This provides a 15% lift in conversions month-over-month and a 27% drop in cost per conversion. Victor proves his star-status on the team, and his boss’s boss suddenly knows who he is. It’s a good day for Victor.
- 15% lift in conversions
- 27% drop in cost per conversion
- Tiki cocktails with the VP on Fridays