Bailey & Associates

Client Since

December 2018

Location

Nationwide

Industry

Information Technology

 

ABOUT BAILEY & ASSOCIATES

Bailey & Associates was established in the summer of 2018. A brand-new IT Leadership company who supply board level Fractional IT Directors, CTO’s and CIO’s to small and medium sized businesses across the UK. Bailey & Associates approached Maley Digital in December 2018 to gain support with their AdWords campaigns which was to be their main source of lead generation for the business.

THE BRIEF

Bailey & Associates had never ran a PPC campaign as a business before, although their founder had had experience of working with PPC in previous businesses. The goal was simple, to generate leads for three main product types;

• IT Audits
• Fractional IT Directors
• IT Consultancy

Considerations

The problem for some businesses is that they are selling a product which is either too unique or too specialist that there either isn’t a large amount of search volume for the terms used to describe the service, or the only available keywords don’t specifically describe the service well enough. This was the case for Bailey and Associates, whose primary service of ‘Fractional IT Directors’ (& variants) has an extremely low search volume in the UK, meaning that we couldn’t rely on this keyword (and similar) for all of our leads and we had to improvise.

How we tackled this

We had to use a wide range of long tail keywords, covering similar and related services. Of key importance was convincing the client to allow us to use the term ‘IT Consultants’. The issue for the client was that they didn’t like the label of being a ‘consultant’ as this implied that they don’t get their hands dirty and are expensive. We understood the clients concerns but stated that we could bid on this term, but make it explicitly clear the differences between what Bailey & Associates do versus the traditional view of an IT Consultant.

The result of this is that the Consultant keywords drive over 80% of the total traffic and total leads and we have so far had no problem in terms of expectations of the service, as we have been able to effectively communicate the clients specific service through the combination of our ad text and the website content.

Adword Strategy

We devised a comprehensive and granular account structure that covered over 30 different categories (ad groups) to target the different variations of the services the client offers. All of these were matched up with ads specific to each keyword to ensure a high CTR due to relevancy.

We utilised only modified broad match keywords and exact match – splitting campaigns so that there were 2 versions of each, one for BMM and one for exact whilst excluding the exact match keywords as negative keywords in the BMM campaigns in order to paint a true picture of each keywords individual performance to allow us to both monitor performance and optimise the account to a level of fine detail.

Additionally, Bailey & Associates offers its services nationwide, however we are all too aware of the benefits of localised targeting and appearing local to our clients. We therefore also ran with a geo targeting campaign which focused on key target areas for the client, from which the client was able to place IT Directors that were local to those clients.

the results

With Bailey & Associates only being a start up business and not doing a lot of marketing apart from PPC, we have really been able to demonstrate how effective it can be at generating business. To date, we have helped Bailey & Associates secure over 20 new Associates (IT Directors/CTO’s/CIO’s) that carry out the work on behalf of Bailey & Associates and have helped increase their turnover and client portfolio significantly since we started working with them.

ABOUT BAILEY & ASSOCIATES

Bailey & Associates was established in the summer of 2018. A brand-new IT Leadership company who supply board level Fractional IT Directors, CTO’s and CIO’s to small and medium sized businesses across the UK. Bailey & Associates approached Maley Digital in December 2018 to gain support with their AdWords campaigns which was to be their main source of lead generation for the business.

THE BRIEF

Bailey & Associates had never ran a PPC campaign as a business before, although their founder had had experience of working with PPC in previous businesses. The goal was simple, to generate leads for three main product types;

• IT Audits
• Fractional IT Directors
• IT Consultancy

Considerations

The problem for some businesses is that they are selling a product which is either too unique or too specialist that there either isn’t a large amount of search volume for the terms used to describe the service, or the only available keywords don’t specifically describe the service well enough. This was the case for Bailey and Associates, whose primary service of ‘Fractional IT Directors’ (& variants) has an extremely low search volume in the UK, meaning that we couldn’t rely on this keyword (and similar) for all of our leads and we had to improvise.

How we tackled this

We had to use a wide range of long tail keywords, covering similar and related services. Of key importance was convincing the client to allow us to use the term ‘IT Consultants’. The issue for the client was that they didn’t like the label of being a ‘consultant’ as this implied that they don’t get their hands dirty and are expensive. We understood the clients concerns but stated that we could bid on this term, but make it explicitly clear the differences between what Bailey & Associates do versus the traditional view of an IT Consultant.

The result of this is that the Consultant keywords drive over 80% of the total traffic and total leads and we have so far had no problem in terms of expectations of the service, as we have been able to effectively communicate the clients specific service through the combination of our ad text and the website content.

Adword Strategy

We devised a comprehensive and granular account structure that covered over 30 different categories (ad groups) to target the different variations of the services the client offers. All of these were matched up with ads specific to each keyword to ensure a high CTR due to relevancy.

We utilised only modified broad match keywords and exact match – splitting campaigns so that there were 2 versions of each, one for BMM and one for exact whilst excluding the exact match keywords as negative keywords in the BMM campaigns in order to paint a true picture of each keywords individual performance to allow us to both monitor performance and optimise the account to a level of fine detail.

Additionally, Bailey & Associates offers its services nationwide, however we are all too aware of the benefits of localised targeting and appearing local to our clients. We therefore also ran with a geo targeting campaign which focused on key target areas for the client, from which the client was able to place IT Directors that were local to those clients.

the results

With Bailey & Associates only being a start up business and not doing a lot of marketing apart from PPC, we have really been able to demonstrate how effective it can be at generating business. To date, we have helped Bailey & Associates secure over 20 new Associates (IT Directors/CTO’s/CIO’s) that carry out the work on behalf of Bailey & Associates and have helped increase their turnover and client portfolio significantly since we started working with them.