IM Lounge / BOIP: optimal search engine for great ideas
BOIP: optimal search engine for great ideas
› Project description:
The official body for the registration of trademarks, designs and ideas. Trade register for the Benelux.
› Campaign: Increasing the number of registrations of trademarks, designs and ideas, providing information to entrepreneurs about intellectual property at BOIP › Media objective: Continuous improvement of visitor numbers on the website, quality thereof and the registrations resulting from this
› Media strategy:
Due to the exemplary role in the field of data protection, it was not possible to set up data-driven target groups. We came up with a work-around. However, at our disposal: anonymized website data, historical conversion data such as search behavior (in the Google black box), competitors and searches that led to conversions. We also have insight into trends in registrations and searches that do not lead to registrations, which we can qualify as waste.
Based on this data, we set ourselves two goals: to direct orienting website traffic to the site, so that we can put BOIP on the map as an authority in the field of trade registration already in the intention phase. In addition, at least as important: lead converting search behavior to the site as efficiently as possible. We therefore made a split in campaigns. In the first campaign, we showed advertisements for searches that do not directly lead to registrations, with advertisements, landing pages, bidding strategies and keywords aimed at information provision.
In addition, we set up three conversion-driven campaigns, one for each type of registration. Each campaign was given a maximum bid per registration (called a “target CPA”). As a result, the algorithm steers within the Google auction for the most efficient costs per bid, only on conversion-oriented keywords. We adjust these every month by continuing to analyze competitors, conversion rates and costs per conversions. We remove non-performing keywords, move non-converting (but high-quality) keywords to the campaign focused on information provision. All with the aim of lowering the target CPA results.
For the advertisements we naturally use the best converting types: Responsive advertisements. To discover new keywords, we deploy dynamic ad groups within each campaign. Through a clearly designed report, we show monthly insights and the most essential insights. By automating the results, we also save time, which we can invest in reporting extensive insights. Win win.
› With no changes in budget, we see a doubling of clicks compared to the previous year since the new campaigns › This increase was also accompanied by better quality visits (decrease in bounce, increase in session duration and pages per visit) › The registration numbers also increased (models, brands) or remained exactly the same (I-depot)