PROBLEM: The quality score on the pay per click landing pages were under-performing, and users were not being targeted properly to each of the landing pages.

HYPOTHESIS: I believe that if content was revised to match specific keywords targeted by the campaign that users are interested in and clicking from, we will see a higher rate of conversion and more clicks to the landing pages from google search.

SOLUTION: The pay per click strategy ws revised to include several different ad groups that targeted a very specific sub-set of keywords that users were searching most. Then several landing pages were built where the content had reflected the specific set of keywords to improve quality score from the landing pages.

TRACKED RESULTS:Cost per lead was reduced from $300 to $99, and page quality score was increased to 9/10 - 10/10.

MY ROLE: When asked to take over monitoring the pay per click campaigns, I discovered that the landing pages were out-dated and not reflecting the new keywords which was producing a low quality score for these pages. Due to the low quality score, we were experiencing a higher than average cost per click so I decided action needed to be taken. I developed a series of landing pages that targeted location and a speciofic keyword group to improve these results, then worked with team members to get content re-written and targeted specifically to these keywords targeted by campaign. You can visit the page here