Challenge
As a relatively small marketing team, keeping up with managing and optimizing campaigns manually was very difficult, leading to a lot of wasted ad spend and low-quality leads for the sales team. Without a clear connection to Marketo and Salesforce, there was no way to know which campaigns were generating MQLs and Opportunities. Additionally, the rebranding from Riskalyze to Nitrogen added another layer of complexity, requiring a fresh digital strategy to enhance brand awareness and drive high-quality leads.
Approach & Strategy
- Metadata Audit: Implemented the findings from the Metadata audit by adding all necessary ad extensions, excluding irrelevant keywords, and scheduling ads to run only on weekdays, maximizing efficiency and relevance.
- Transition to SKAG: Shifted from traditional ad groups to Single Keyword Ad Groups (SKAGs) to gain more granular control and optimize the performance of individual keywords. Managing Single Keyword Ad Groups natively in Google Ads is nearly impossible to keep up with, but the automations in Metadata make it much easier. Structuring campaigns this way and connecting performance to Marketo and salesforce makes it possible to allocate more budget to the specific keywords campaigns that are generating the most MQLs, Opportunities, or Revenue.
- A/B Testing: Conducted extensive A/B testing on landing pages, ad copy, and keyword structures to identify the most effective combinations and improve conversion rates. The Nitrogen team always wanted to experiment more, but did not have the bandwidth to do it without Metadata’s platform.
- Active Search Term Review: Regularly reviewed search term reports to exclude irrelevant keywords and add new, high-performing keywords, ensuring continuous improvement and relevance.
- Keyword Strategy Expansion: Expanded from focusing solely on branded keywords to include non-branded and competitor keywords, reaching a broader audience and driving more qualified traffic.
- Daily Optimization: Implemented daily optimization routines to adjust bids and budgets based on real-time performance data, ensuring maximum efficiency and effectiveness.
- Integration with Marketing Tools: Integrated Metadata with Marketo and Salesforce to ensure seamless alignment of marketing and sales processes, enabling unified reporting and data flow. The team also had a much better understanding of where to allocate their ad spend to drive the highest quality conversions.
Results
By optimizing their Google Search campaigns with Metadata, Nitrogen Wealth achieved a remarkable 14.45x return on triggered pipeline, significantly enhancing their marketing ROI. The efficiency gains from Metadata’s optimization capabilities allowed Nitrogen Wealth to triple their inquiries and sales accepted opportunities (SAOs) with the same budget. The integration with Marketo and Salesforce provided comprehensive insights, allowing for data-driven decisions and more effective budget allocation.
The partnership with Metadata transformed Nitrogen Wealth’s Google Search campaign performance. The granular insights provided by Metadata enabled the team to make data-driven decisions, optimizing keyword performance and improving lead quality.
