Innotech Digital: PPC

Innotech Digital approached us to take a look into their current PPC strategy and how we could further improve performance using both PPC and SEO…

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Brief

Innotech Digital is a B2B company that specialises in providing wide and grand format digital print media and display hardware. Their main goal is to drive new users and to increase overall visibility and revenue driven by PPC marketing.

Challenges & Solutions

Basic Tracking Methods

Previously, Innotech Digital relied on basic tracking methods like button clicks and thank you pages, which offered limited insight into actual lead generation. To gain accurate visibility and optimise our campaigns towards quality leads, we implemented WhatConverts, a lead tracking and marketing attribution platform. This allowed for precise monthly reporting and data-driven campaign adjustments.

Using Only One Campaign Type

Historically, the focus on search ads alone did not effectively drive new user acquisition. To address this, we implemented Performance Max campaigns, segmented by top revenue-generating products, to simultaneously increase brand awareness and generate leads.

Lack Of Strategic Focus

The previous campaign structure lacked strategic focus, failing to prioritise high-value products and employing overly broad ad groups. We restructured the campaigns to highlight top-selling items and implemented more granular ad group segmentation, resulting in improved ad relevance and higher click-through rates.

Our Approach

We began by conducting an audit over the account and identified critical issues which we addressed immediately to ensure the account was in optimal condition before adapting the overall strategy. This involved a comprehensive review of account settings and conversion events, revealing a need for improved measurement. We implemented a lead generation tracking and attribution solution, allowing our campaigns to target high-quality leads, which we consistently review to ensure lead quality and intent remain our top priorities.

To drive new user acquisition, our primary KPI, we launched Performance Max campaigns segmented by top-revenue and most profitable products. Following a strategy meeting to define focus and audience, we conducted targeted B2B keyword research, including product codes, to capture purchase-ready traffic. These keywords were then segmented into granular ad groups, adhering to Google’s best practices, resulting in immediate CTR improvements.

Post-launch, we implemented daily monitoring of bids, search trends, and search term reports to optimise SERP positioning and refine keyword targeting, minimising wasted spend. Following the learning phase, we conducted thorough data analysis of campaign performance, focusing on ad schedules, device usage, placements, and quality scores. This data-driven approach enabled us to strategically optimise budget allocation and ad scheduling, maximising performance and user experience.

In the constantly evolving digital marketing landscape, we have a wealth of strategies to drive further account growth. Building upon the already promising results, we anticipate that increased site traffic will enable us to refine our focus on new user acquisition, establishing a robust cycle of lead generation, conversion, and customer loyalty.

Results

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New Users

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Average Order Value

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Revenue

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ROI

Quote

“After working with a number of different digital agencies over the years, I can categorically say, Talking Stick Digital are the best. Their communication, commercial approach, and commitment to continuous improvement have made a real difference, massively reducing our CPA and increasing the number of new users to our site which caters for a global audience. They’ve not only delivered results but have also built a strong, aligned working relationship with us based on trust and mutual respect. A great team, and highly recommended!” – Kieran Dallow, Head of Marketing, Innotech