ParaCore is a PPC agency based in Arizona that was in a pretty unique situation: their client was familiar with pay-per-click campaigns, and even already had 60 landing pages set up (15 markets, four services). If it sounds like this might be hard to keep track of, you would be right.
Their client’s other key problem…
They had no insight into:
- how many phone call leads they got
- where these leads were coming from
Without this data, they couldn’t see if the campaigns actually worked or not, which made it pretty much impossible to see if they were spending their money wisely, and how they could improve these campaigns.
Updating one thing on all landing pages takes forever. If you want to change content, it’s 60 changes. If you want to change something major like design, that’s a huge effort. It’s also just more difficult to track analytics and keep track of all the pages.Adam ArkfeldFounder of ParaCore
You only need this one feature to do more with less
To try and better manage this client’s account, ParaCore first had to cut down the number of landing pages from the original 60.
Using Unbounce’s drag-and-drop builder, ParaCore built their client four new pages, each highlighting a specific service. But to make sure that they still had the same hyper-relevant messaging that they did with their original landing pages, ParaCore implemented Dynamic Text Replacement (DTR).
DTR is an Unbounce feature that automatically swaps out keywords on your landing page based on your visitor’s search intent and the ad that they clicked. This way, ParaCore could still serve up 60 customized messages, but using only four landing pages.
Preview DTR and see how it can make your landing pages more relevant!
Next up: tracking and optimizing
To figure out phone call metrics and attribution, Adam and his team installed AdWords Call Conversion Tracking and CallRail1 on the landing pages and set up keyword-level call tracking. They found that:
- about 20% came directly from ads,
- 24% came from landing page forms, and…
- 55% of leads came from calls made after seeing the new Unbounce landing pages
We’re guessing that those leads must’ve really liked the personalized messaging on those landing pages.
Ultimately, ParaCore also managed to optimize their client’s ad spend by no longer targeting keywords that weren’t getting them results. This saved them $30,000 in annual ad spend and reduce their cost per lead by 40.7% — in only the first three months.
Now their client has better visibility into their spending, much lower ad costs, and higher efficiencies across teams because they can spend way less time editing pages and digging up numbers. According to Adam, all that data they collected “continues to guide our efforts as we optimize the company’s PPC campaigns to bring in the highest quality leads at the lowest cost.”
And to think, it all started with getting rid of a bunch of landing pages and choosing simplicity and clarity instead.
1CallRail is similar to DTR—it dynamically populates a unique phone number depending on the original referrer. When a visitor clicks on an ad and then calls the number on the landing page, that lead is attributed to the right click-through ad.