Unlock revenue potential for LeadGen with VBB

Chau Vu slides for BrightonSEO24

Transcript

1. The best talk title in the world! Name Surname COMPANY NAME Unlock revenue potential for LeadGen with VBB Chau Vu EF ENGLISH LIVE Speakerdeck.com/username @vuhongngocbaochau
2. • Founded in 1996 • The world’s first and largest online English school • LeadGen business with telephone sales • Premium product and pricing
3. Where did it start?
4. Our objectives Maintain volume Maximise revenue per lead Improve ROAS
5. Within 2 months, VBB & tROAS helped us to
6. +21% Lead
7. +19% Avg. revenue per lead
8. +7% ROAS
9. Implementation
10. Duration Goal Method Bidding strategy 1 2 3 Hypothesis 4
11. Fixed values Assign value Dynamic values Online lead submission Stage 1 Stage 2 Stage 3 Sale
12. Conversion setup
13. Campaign & Bidding Core generic campaigns Bidding portfolio 1 4
14. Initial tROAS Sum of 4 chosen campaigns ’ revenue Sum of 4 chosen campaigns ’ cost ROAS Sum of all stages’ value Total cost Math, math, math…
15. Overall results +21% Leads +19% Rev per Lead +7% ROAS +8% Close Rate +12% CPC +11% CPL
16. Key Learnings
17. Set tROAS 10% lower than the current ROAS
18. Value-based bidding is... Less flexible than tCPA
19. Allow minimum of 2 months of testing
20. Values Can Be Your Friend
21. Different campaigns reacted and performed differently with the tROAS level
22. Are you communicating your true business’ objectives to Google? Will VBB be a good option for your business at this moment? Were your conversion assigned the value they deserve? Thoughts
23. Speakerdeck.com/username @vuhongngocbaochau Let’s Connect