Vpod PPC Campaign Benchmark
Data Driven Marketing
To get 30 leads a month we need to run a minimum of 3 campaigns
- Padel, Smart lockers , Asset Management (parcel)
- before expanding to 7 Campaigns
The Assumptions is we get 6% click thru rate & 4% conversion rate.
The Below Page Looks at Three Pages we have for:-
- IT Asset Management
- Smart Lockers
- Padel
And assesses what the performance would be using these pages.
Asset Management
Analysis for PPC
1. 2-3% Conversion not 6% minimum
Impact: 1/3-1/2 leads
2. See Below Page Load Speed now
Page Load Speed - Worse than Poor
Forecast
Content of page 2-3% conversion
Reduce that by 77.6%
As that is the current abandon rate after 8 secs
Reduce that by 100% as it loads in 13.8 Secs
Google and AI don't even read the content
Forecasted wastage 100%
Fixes Required
See PDF
Current 2-3% Conversion not 6%
Includes changes to produce high conversion baseline
landing page.
Forecasted Wastage 100%
Smart Lockers
Forecast
Content of page 2-3% conversion
Reduce that by 55.8%
As that is the current abandon rate after 6 secs
Expect 1-1.5% Conversion / Target 6%
Impact 1/6th - 25% of Leads
Wastage 50% - 84% of spend
Page Load Speed - Worse than Poor
Forecast
Content of page 2-3% conversion
Reduce that by 77.6%
As that is the current abandon rate after 8 secs
Reduce that by 100% as it loads in 13.8 Secs
Google and AI don't even read the content
Padel PPC Page
See PDF
Current 2-3% Conversion not 6%
Could easily reach 7-10% with Tweaks
Wastage 2.5/6 before page speed (wastage 59%)
Page speed reduce it by another 77.6%
Post Speed Wastage 91%
Padel
So padel page great content
Informational NOT high conversion landing page
Strongest of the three
However destroyed by poor page speed and no landing page Layout.
See Review for improvements
Summary
IT Asset
2-3% conversion forecast not 6%
Reduced to zero by 13 secs+ page speed
Wastage 100% (no Parcel solution)
Smart Locker
2-3% content conversion score (target 6%)
Wastage 50-84%
Padel Locker
2.5/6 content conversion score (59% wastage)
Speed 8 secs , we know we lose 77.6% at 8 secs
Wastage therefore 91%
Forecast
IT Asset £600-1800 lose 100%
Smart Locker £600-1800 lose 67%
Padel £600-1800 lose 91%
Loss
100% x £600
67% X £600
91% x £600
Effective £254/£1800 14% (4 leads) (£450 each)
Should be £1800 / 30 (£60 each) - £5,000 /30 (£166)
Exec Summary
Current Web Pages
-
Asset
-
Padel
-
Smart Locker
Directing PPC Campaign at the current Web Pages
Would lose 30-50% of the target 30 leads
These pages are web pages the links over take you to:
- The Plan
- The Landing Page performance review
The Assessment has been run in two phases
1. Look at the dedicated URL web pages
- Hampered by poor speed & not designed to convert PPC campaigns
2. Look at dedicated PPC Landing Pages
- Again Hampered by poor speed & B grade design 78%
- We needn't have poor speed
(Rory fixing web pages)
(New Landing pages that score 90+ / Roy / Josh / SH & PT fixing)
The plan being to switch on PPC when
- Web Page speed fixed (option 1)
- New high Performance Landing Pages Ready that convert at 6-8%