SeedLegals' PPC Challenge

Like many businesses, SeedLegals aimed to:

1. Optimise revenue from PPC (Pay-Per-Click) campaigns
2. Minimize advertising spend

However, they faced two main obstacles:

1. Lack of clarity: Unable to identify precise sources of advertising revenue
2. Limited expertise: Struggled to pinpoint effective ad sources

This situation highlighted SeedLegals' need for improved analytics and targeted marketing strategies to enhance their PPC performance.

This project was a collaboration with the agency I founded kurve.co.uk.

We took a three-tiered approach to the strategy:

1. Research Phase:
   • Conducted account audit
   • Identified two main audiences: a) Returning users b) New visitors
   • Key finding: Acquisition cost for returning audience was 50% less than for new visitors
2. Strategy Phase:
   • Segmented the account to target: a) New users b) Returning users
   • Created separate campaigns for each segment
   • Allocated 100% of the budget to returning users
3. Analysis and Results:
   • Implemented remarketing strategy
   • Outcomes:

a) Cost of acquisition: Reduced by 50%

b) Qualified leads: Doubled

c) Budget: Unchanged

d) Conversion rates: Maintained

e) Revenue: Increased by 100%

This approach demonstrates how targeted marketing and strategic budget allocation can significantly improve campaign performance and return on investment