It’s a story we hear often — a paid search campaign is not driving enough leads, and the leads it does bring come at too high a cost. While pay-per-click campaigns can be very efficient compared to other advertising channels (you pay only for clicks) and highly controllable (you determine the message that’s displayed), there is both an art and a science to running a truly effective paid search campaign. For more on paid search, see our previous post, the art and science of pay-per-click advertising.
LoJack Corporation, a leading provider of automotive tracking and recovery systems, found their PPC strategy coming up short. Their PPC strategy was focused on advertising a comprehensive GPS-based advanced telematics system designed for tracking and managing fleets ranging from five to 5,000 vehicles. The fleet management product has a variety of features, from location tracking to fuel usage data, which could be isolated in various online ads. They came to smart panda labs in 2014 seeking a more efficient PPC strategy around those ads that would drive more qualified leads — at a better cost.