Improved Search Advertising Results for Mötesplatsen
Constant reduced customer acquisition costs for Mötesplatsen by 50% for Google AdWords through the development of a new account structure, enhanced keyword-targeting and bidding strategy, and improved “Quality Score”.
Challenge
Mötesplatsen is one of Sweden’s and Norway’s largest dating sites, and the company previously handled search advertising internally. In order to improve their investment online, Mötesplatsen looked for an experienced partner in search engine marketing that was able to work more actively with the account. Constant took over the search advertising in the spring of 2009 with challenge of improving ROAS (Return On Ad Spend) by 30%. Constant’s mission to both lowering customer acquisition cost and increase overall customer acquisitions.
Solution
First, Constant defined the precise business objectives that Mötesplatsen wanted to achieve with search engine advertising using Google AdWords. Constant then developed a strategic campaign structure to achieve the set business targets. The new structure meant an expansion of keywords, optimization of keywords by conversion rate, the elimination of all non-profitable keywords, improving the “Quality Score”, and developing relevant ad groups and ads. Constant also actively optimized the campaign on a daily basis while adjusting bids to increased profitability in the campaign. This resulted in a rapid increase in the conversion rate and a lower cost per acquisition.
Results
Constant managed to lower Mötesplatsen’s customer acquisition costs by 50% while increasing customer acquisition. “We have a proven track record for taking over the house or agency-managed AdWords campaigns, and then quickly improve ROI. With our experience in search engine marketing and our proprietary tools, we can deliver results that exceed clients’ expectations. We look forward to cooperating with more customers like Mötesplatsen, to help them grow their businesses through additional successful online campaigns.” says Marcus Anzengruber, CEO and Founder of Constant AB.
