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CRM & ERP Solutions | PPC Campaign Management / US

Driving CRM/ERP Solution Leads through Multi-Platform PPC Campaigns

Introduction This case study details the launch and optimization of Pay-Per-Click (PPC) advertising campaigns for En.crmoz.com, a company specializing in CRM/ERP implementation, particularly focused on Zoho applications. The campaigns targeted a global audience with specific regional adjustments and were executed across Microsoft Advertising, Google Ads Search, Google Ads Display, and Google Ads for YouTube.

 

 

 

Objectives

The primary objectives of the advertising campaigns were:

  • To generate leads for CRM/ERP implementation and Zoho solutions.
  • To optimize the Cost Per Lead (CPL) for conversion actions such as page registrations, contact page visits, email clicks, chat/call app interactions, and form submissions.
  • To test various campaign settings, bid strategies, and audience targeting hypotheses.
  • To increase visibility and engagement for the company’s offerings, including YouTube channel subscriptions.

 

That’s why the launching of advertising campaigns accomplished on 502 keywords. They are:

What Was Done
The campaign implementation and optimization process involved several key steps:

  • Keyword Selection and Refinement: An initial list of 10,138 keywords was generated, with 502 keywords ultimately used for campaign launches. Extensive negative keyword lists were compiled and continuously updated to minimize irrelevant clicks.

  • Campaign Structure: Search campaigns were set up for general CRMoz, Zoho-specific, and Zoho integration keywords. Display campaigns (MSAN for Microsoft Advertising, GDN for Google Ads) and Remarketing campaigns were created to target different stages of the user journey. Dedicated YouTube video campaigns were launched for remarketing and subscriber growth.
  • Ad Creative and Extensions: Ads were composed with sitelink and callout extensions to improve targeting and user experience.

Search:

MSAN:

Remarketing:

Results (Period: 2023-10-17 — 2024-01-30)

  • Targeting and Segmentation: Geo-targeting was refined with positive adjustments for countries like the USA and UK, and exclusions for regions such as India, Vietnam, Indonesia, Bangladesh, Oman, Saudi Arabia, Malaysia, Iraq, Singapore, Mexico, Pakistan, Qatar, Brazil, and Egypt. Device bid adjustments were made, favoring desktops and reducing bids for mobile and tablets. Age-based exclusions were implemented, reducing bids for users over 65 and later for users under 24 and over 55.
  • Bid Strategy and Budget Optimization: Various bid strategies, including «Maximize Clicks» and «Manual CPC,» were tested, with bids increased for high-converting keyword groups. Budgets were reallocated between campaigns based on performance, shifting funds to more efficient campaigns.
  • A/B Testing: Continuous A/B testing was conducted to compare the performance of different campaign settings, ad copies, and landing page strategies.

Overall Performance Across All Platforms:

  1. Total Clicks: 66,788
  2. Total Conversions: 1,906 (Including leads and YouTube subscriptions)
  3. Total Budget: $6,972.06
  4. Overall Average CPL: $3.66
  5. Overall Average Conversion Rate (CR): 2.85%
  6. Overall Average Cost Per Click (CPC): $0.10

 

Performance by Platform:

 

Microsoft Advertising:

  1. Total Clicks: 30,813
  2. Total Conversions: 1,482
  3. Total Budget: $3,804.06
  4. Average CPL: $2.57
  5. Average CR: 4.81%
  6. Average CPC: $0.12

Google Ads (Search, Display, Remarketing):

  1. Total Clicks: 14,942
  2. Total Conversions: 103 
  3. Total Budget: $2,886
  4. Average CPL: $28.02 
  5. Average CR: 0.69%
  6. Average CPC: $0.19 

Google Ads (Video Campaigns):

  1. Total Views: 21,033
  2. Total Conversions: 321 (YouTube Subscriptions)
  3. Total Budget: $282
  4. Average CPL: $0.88
  5. Average CR: 1.53% 

 

Breakdown of Conversion Types (Cumulative count across all reports):

  1. Registration page visit: 437
  2. Contact page visit: 532
  3. YouTube visit: 348
  4. Email click: 202
  5. Facebook visit: 208
  6. Instagram visit: 153
  7. Chat/Call App interaction: 281
  8. LinkedIn visit: 177
  9. Phone number click: 198
  10. Form submission: 40
  11. YouTube channel subscriptions: 321

 

Platforms

  1. Microsoft Advertising
  2. Google Ads (Search, Display/GDN, Remarketing, YouTube)

 

Important Insights

  • Microsoft Advertising Outperformed Google Search/Display for Leads: Microsoft Advertising campaigns consistently delivered a significantly lower average CPL ($2.57) and higher conversion rate (4.81%) compared to Google Ads Search/Display campaigns ($28.02 CPL, 0.69% CR), making it the most cost-efficient platform for direct lead generation.
  • YouTube Campaigns Highly Effective for Engagement/Subscriptions: Google Ads Video campaigns, particularly those focused on increasing YouTube subscriptions, achieved a very low average CPL of $0.88 and a respectable conversion rate of 1.53%, indicating strong audience engagement for this specific goal.
  • Continuous Optimization is Key: Ongoing A/B testing, strategic bid adjustments (e.g., favoring desktops and specific geographies), and rigorous negative keyword management were critical in improving campaign performance over time. Budget reallocations based on campaign performance, such as increasing investment in high-converting «General-Search» campaigns, proved effective.

 

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