BREAKING THE GROWTH CEILING OF LEAD GENERATION WITH BROAD KEYWORDS AND SMART BIDDING
SUMMARY
For Taboola, the leading content discovery platform delivering relevant content to users across the world, we were facing a massive challenge.
Like every mature client out there, after years of steady growth and perfecting our strategy, we were hitting a growth ceiling on the search activity. We were already covering a broad spectrum of direct and indirect semantic areas while every strategy previously adopted resulted in a steady increase in CPL.
Our solution was widening the semantic areas of existing assets using broad match keywords and leveraging it with smart bidding, in order to reach the most relevant users.
In the upcoming weeks, what seemed a roadblock suddenly became a massive opportunity for growth, able of generating:
- 28% more leads with only +9% rise in CPL (in the US market)
- 59% more leads with for a flat CPL (in the UK market)
%
Increase in cost
%
increase in leads
%
Increase in CPL
THE CHALLENGE:
Breaking the growth ceiling on our search activity: unlock new potential customers while maintaining a profitable Cost per Lead.
THE SOLUTION:
- Using broad match keywords to maximize the potential of our current assets by widening their semantic areas which will result in an increase in volume
- Layering down the broad keywords with smart bidding, to leverage the volume and the cost per lead and maintain efficiency
MORE THAN 40% increase in leads at a similar cost
SMART BIDDING AND BROAD MATCH TO BREAK THE GROWTH CEILING
MAXIMIZED POTENTIAL OF EXISTING ASSETS
Booster Box’s strategy came as a perfect solution to our need for growth. The strategy turned a roadblock into a massive opportunity. By leveraging broad match keywords and smart bidding we were able to further scale our activity and unlock new growth areas. The results speak for themselves, we managed to increase our investment in two of our key markets by roughly 50%, maintaining an efficient CPL.
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