Sydney start-up PPost approached Contevo with their newly developed delivery app. Their challenge was to increase mass awareness of their app through digital marketing; a tool they have previously used to little success. PPost had been suffering from a high cost per click (CPC), a lack of general tracking on their website, and under performing Google ads.
Our biggest challenge was creating accurate conversion tracking across multiple goals as growing PPost would be almost impossible without accurate data. We deployed Google Tag Manager across the site and configured an extensive Google Analytic setup including detailed conversion analytics and custom event listening. This involved tracking account registrations, clicks to download the various mobile apps, user funds deposits, form completions, and phone call tracking.
About 40-50% percent of paid traffic was going towards very low quality keywords and ads creating a lot of media wastage. A comprehensive negative keyword list was created to help block this traffic along with tighter targeting and split testing of ad copy which dramatically increased ROI.
After 4 weeks of optimisation we observed large improvements across the board.