Client: Canadian Professional Sales Association (CPSA)

Challenge: CPSA needed improvement in their Google AdWords Pay Per Click campaigns and website to help drive more leads for membership and professional development courses.

Solution:  Rebuild Google AdWords campaigns, create multiple versions of landing pages that are more relevant for the user’s search intent.  For example, someone looking for “IT sales training” will have a different landing page experience than someone searching for “real estate sales training”.  As well, we implemented call-tracking technology that tracked all incoming phone leads from PPC campaigns.  For the CPSA website we began a web optimization strategy that segments users and provides more relevant messaging based on factors such as their location, behaviour, and/or content and page visits.

Results:  40-60% increase in leads, significant reduction in cost per lead (CPA) and cost per click (CPC), and increased interest and attendance at CPSA events, webinars, and promotions.