THE CHALLENGE
Founded in 1991 in the UK, The Access Group offers business management software solutions that helps reduce admin time for busy organisations.
In 2021, The Access Group hired Webprofits as a strategic agency partner to help achieve scalable growth through Google Ads in APAC.
The Access Group had just recently acquired a number of industry giants in the APAC region and as a result were seeing increased CPAs and a decrease in leads due to the amalgamation of websites and campaigns.
We had a number of challenges to deal with:
Our goal: To deliver a 45% decrease in CPA while increasing leads.
The Approach
After a full audit, we agreed on the three areas of focus
that would enable our
success:
To improve trust and credibility we focused on driving brand search results under The Access Group, using strong ad copy that educated and informed users of the product acquisitions. This allowed us to avoid any brand confusion, and consequently leverage keyword volume following the acquisition.
To address the issue of an outdated campaign structure, we rebuilt, restructured and consolidated into one single Google Ads account.
We rebuilt every campaign and category from scratch, which included 108 new ad groups and 26 campaigns, giving The Access Group specific ads for each category and service offered and increasing conversion rate.
We built specific ads for each product and service category, increasing conversion rate of
each Search ad.
Consolidating into one account has multiple benefits including easier campaign management
and billing but also providing vital data for Google's machine learning.
To maximise the impact of our Search ad campaigns, we designed and implemented high-performing conversion-focused landing pages which would be key to our campaign success and increasing leads.
Landing pages changed from this, low converting design:
To this: increasing conversion rates by 565% in 3 months, reducing bounce rates,
and improving user experience.
The Impact
In just 3 months, The Access Group had superior, cheaper and better converting campaigns which has had a significant impact on business opportunities for FY23.
Our main campaign KPI was to reduce CPA by 45%, however after implementing the strategic plan outlined above, we achieved much more:
Comparing Feb 1 2022 - April 30 2022 to the previous period Nov 1 2021 - Jan 31 2022:
62%
Decrease in CPA / $
+565%
Increase in conversions
+32%
Increase in conversion rate
Comparing Feb 1 2022 - April 30 2022 to 2021 results for the same period:
60%
Decrease in CPA / $
+110%
Increase in conversions
+221%
Increase in conversion rate
“Webprofits is a reliable and consistent presence across our search marketing program for The Access Group as we grow organically and through acquisition in the APAC region. Our performance across the channel has improved in all our business portfolios.”
Adam Mckay - Head of Digital APAC at The Access Group
At Webprofits, we specialise in helping consumer brands and ecommerce companies achieve their biggest goals through our innovative fluid marketing approach. By combining digital strategy with performance marketing execution, we can help you see correlations, implications, relationships, and associative connections that few others see. Take the next step and schedule a conversation with our team of experts to learn more about how we can help drive growth for your business.
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