Isolation Majeau is more than a family business; they are leaders in the Quebec insulation market. Moreover, they are also early adopters of new technologies, a characteristic that allows them to stay ahead of their competitors. The company already entrusted MultipleMedia with their Google Adwords campaign management and SEM Strategy when they requested a detailed analysis of their running campaign results, aiming to optimize the budgets and the campaigns to face the drastic cost per click (CPC) increase of some key words. Of course with many new competitors in sight, this increase seemed normal, but our thinking had to be pushed further.
In order to advise the client of the reasons behind these changes, but also to apply the required adjustments, MultipleMedia bet on the potential exploitation of Google AdWords’ new advanced functionalities and on the optimization of 5 landing pages already conceived for regional campaigns.
Practically, the results of this analysis allowed to:
- Better understand the seasonality of each product
- Optimize the mobile campaigns in comparison to those on PC
- Measure the call to action performance
- Re-allocate budgets adequately
