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How did we achieve a 167% increase in Yenasoft’s form completion?
Yenasoft, which has Europe’s Highest Customer Satisfaction Award and the World’s Highest Performance Award, was established in 1996 to produce end-to-end solutions and services based on advanced technologies. With its various offices in Turkey, it provides software, hardware, training, maintenance, and consultancy services in accordance with the concept of quality products in all areas of the industry.
One of the most significant software programs that Yenasoft distributes is Solidworks. They sell Solidworks by contacting potential customers who have submitted a form on the website. Considering that, our main goal was to generate leads from form completion.
Since Yenasoft is the distributor, it was a brand that generated leads from brand campaigns more than generic campaigns. The decrease in form completion rate due to the fact that Solidworks itself started running campaigns and selling to the end-user was the main issue. Therefore, we aimed to increase visibility in generic campaigns and form completion numbers.
Our Google Ads KPIs
- Increasing monthly leads by 110% compared to the previous year.
- Increasing sessions by 70%.
WE ACHIEVED A 167% INCREASE IN YENASOFT’S FORM COMPLETION RATE.
Challenges:
- The limited budget and high competition were challenging for us in terms of lead generation.
- The entry of Solidworks itself into the Turkish market made it difficult for us to generate leads.
- Since we have been a distributor, we lacked brand awareness. So, we were faced with a low-Impression Share problem by competing on generic words.
- Showing our ads to the students who had a very low purchasing rate.
- The fact that Performance Max campaigns, one of the Smart Campaign types, didn’t allow us to conduct an A/B test and had targeting limitations restricted our options for optimization.
The Approach:
- PMax Campaign Optimizations: We did audience optimization in order to improve the performance of the Performance Max campaign which we created with the aim of form completion. In this campaign’s targeting options, we created custom audiences from people who were searching for our competitors and tended to buy and people who searched for Solidworks in addition to our retargeting audience and customer list. We did a detailed targeting in their areas of interest and used it in our campaign.
- Since our products/pages were aligned with engineering students’ search terms, our ads were gaining visibility in those terms as well. Owing to the fact that students were an audience who had a low purchasing potential, we targeted an audience above 25 ages by excluding the student audience while doing the demographic audience targeting and excluded this audience in order for optimizing our costs.
- We aimed to overtop our competitors by using the Target Share Impression bid strategy in our campaign in which we targeted users only searching for Solidworks as there was high competition in the ‘Solidworks’ keyword and Solidworks became an authorized dealer in Turkey.
Hard work always pays
Results:
- If we evaluate the ad performance in general; we increased the form completion by 167% with increasing the budget by 60%.
- We increased our brand campaign sessions by 20% and leads by 54%, with increasing the cost by just 5%.
- When we evaluate generic ad performance, non-brand costs increased by 62% resulting in a 175% increase in form completion number and also a 46% increase in form completion conversion rate.
All Campaign Performance
Form Completion:
All Metrics:
Brand Campaign Performance:
Generic Campaigns:
Increase in Lead Form Completion
167%
Increase in Session
86%
Decrease in CPL
40%
