Increase PitchBook’s website leads for potential B2B customers in North America, UK and Europe and expand advertising into markets in Middle East and Asia.

• Refined account structure by segmenting campaigns by: Region, Product Type, Branded vs non-Branded solution/product type (e.g. Private Equity, M&A, Venture Capital, etc)
• Expanded into APAC and EMEA markets
• Refined day part bidding with increased use of bid strategies
• Expanded PPC campaigns into Microsoft Ads for higher market share
• Performed quarterly audits, keyword/negative keyword optimizations, multiple ad testing and new campaign extensions to move the needle on CVR and CTR
• Performed regular search term analysis, purged non-performing content and tested new keyword groupings to increase search efficiency to match the increase in ad spend
• Created 10X the number of relevant landing pages to improve CVR and keyword quality score
• Leveraged remarketing audiences to capture prospects throughout the conversion funnel
• Increased use of Google BETA testing, new audiences, remarketing tools and research

Services Completed:

• Pay-Per-Click Advertising
• Timeframe: December 2017 (1st month of engagement) vs September 2020 (last month of engagement)

With the optimizations completed, along with a 450% increase in advertising budget, the following improvements were seen for 1st month vs last month of engagement:

• 650% increase in Website Leads
• 28% decrease in Cost Per Lead
• 8% decrease in Cost Per Click
• 150% increase in Click through Rate
• 28% increase in Conversion Rate
• 500% increase in traffic