Union Savings Bank is a regional bank serving Ohio, Indiana, Kentucky, and Pennsylvania.
We were brought in to improve performance of their paid search campaigns with the goal of increasing mortgage leads.
There were over 1,800 ad groups in Google Ads alone when we took over. This makes management difficult, so we started by simplifying the account structure, trimming 1,800 ad groups down to 16 with no drop in performance. "Single keyword ad groups," strategy common amongst PPC agencies, is a terrible idea. It dramatically over complicates account structure (no human can keep track of 1,800 individual ad groups) and makes it impossible to test (because no ad group has sufficient volume to get a test result).
Done well, a simple account structure makes things significantly easier to manage and opens up the opportunity for split testing. So that was one of the many things we did to improve performance.
We also worked with the client's existing design / dev agency to improve landing page conversion rates.
Over the 12 months since we took over, performance has improved significantly. In fact, the campaigns are doing so well, the client was having a hard time keeping up:
Summary of improvements: