Higher Conversions, More Clicks and Lower Cost/Conv for Infinity Group by Vixen Digital

Vixen Digital helped Infinity Group increase their conversions by 38% while slashing the cost per conversion by 24%. Despite the highly competitive market of IT services!

Infinity Group is one of the largest IT support companies in the UK. Since 2002, they have been providing businesses with IT services including digital transformation, network connectivity, and IT consultancy services.

The Brief

When a market is very competitive, it is difficult to get great results from your Google Ads campaigns. Like many other IT companies, Infinity Group were experiencing rising costs and decreasing conversions in their key locations.

It was at this stage that they turned to Dan Member Vixen Digital. Vixen undertook an in-depth audit of their Google Ads account and provided them with an on-demand PPC consultancy and management support service.

The Strategy

On completion of the Google Ads account audit, Vixen was able to identify some key areas in the account where they could attempt to decrease the Cost/Conv. and aim to increase conversions. They were able to pinpoint that Infinity Group was consistently trying to bid to achieve the top of the page to first position result.

This was often causing their CPCs to be quite high. Vixen started to reduce all bids where possible to reduce the CPCs without dropping out of the top-of-page positions and this would hopefully result in paying less for the clicks and therefore paying less in the Cost/Conv.

Vixen focused on bid adjustment management and was able to identify the key circumstances where they should have been prepared to pay more or less for a click. By looking at historical data, they identified the best-performing days of the week and times of the day. This guided the strategy for the bid adjustments.

The same action was repeated on devices for each campaign. These bid adjustments would then work together in the circumstances where conversions were more likely and most cost-effective.

In-depth data analysis was also carried out on various levels of the account. It was important to look into other aspects such as device performance.

The outcome was that a vast majority of searches were taking place on desktops and subsequently led to a lot of traffic. This insight helped Vixen understand where to place other strategic bid adjustments.

The Results

The Google Ads account audit, management, and advanced bid adjustments provided great results for Infinity Group.

Conversions increased by 38% from placing more focus on the areas that had historically performed well in the account.

The account audit and bid adjustment management strategy helped to decrease the Cost/Conv. by 24% and by reducing the keywords bids, to not overpay for clicks, it was possible to reduce the Avg. CPC by 25%.

In addition, reducing the keyword bids allowed more clicks within the overall budget. This led to an overall increase of 44% in Clicks.

Nikki Laker, CMO from Infinity Group, said:

Vixen Digital is great at what they do. Very experienced in all things Google Ads, highly strategic and passionate, they stay up to date with all the new services offered. Infinity Group has worked with Vixen Digital for over 2 years now, providing PPC audits and campaign management for us. Most importantly for me, their team are transparent and honest people to work with.

About Vixen Digital

Vixen Digital is a marketing agency based in Brighton, specializing in SEO & PPC digital marketing campaigns. With more than 10 years of experience, Vixen Digital provides expert SEO and PPC marketing services that deliver proven results by outranking the competition and getting more traffic.