Payday: tightly targeted, B2B search campaign pays off with conversions 175% over goal

need

How do you create a B2B search campaign—specifically one that targets mid-sized companies—in a medium that doesn’t differentiate between business and consumer?

ADP’s Major Accounts division, which sells payroll, HR and related services, needed an effective search campaign to generate leads for its flagship products: PC/Payroll and Pay eXpert®. The PPC campaign posed a difficult challenge: it had to target mid-sized business—specifically those with 50 to 999 employees—while filtering out both smaller and bigger companies.

solution

Having already partnered with Zeta Interactive (formerly DigitalGrit and Temel) for 14 years as they aligned three different brands within their organization, ADP turned to Zeta again for this effort. The goal was to generate a large number of leads in this mid-sized business demographic through a tightly targeted (and budgeted) campaign that would prohibit unwanted clicks and leads.

To zero in on the best search terms for ADP, Zeta Interactive staffers met with select ADP clients and prospects. During these interviews, the Zeta Interactive team noted that there were certain phrases the target audience used when describing ADP’s services—terms that smaller business didn’t use.

The Zeta Interactive team made its keyword selections based on these interviews and continued this clear targeting on the landing pages. In addition, ADP used InsightGrit, Zeta’s internal tracking systems to monitor the campaign real time, tweaking as needed to maximize results.

results

The results were amazing. ADP obtained a 7% online conversion rate —that’s 350% over the industry average and 175% over the campaign’s goal. The click-through rate soared to 35%. ADP was thrilled by the combined online and offline conversion rate of 17% and a surplus of highly qualified leads.