Project Description

 

St James’s Place is a wealth management company that works with a network of advisors that offer face-to-face wealth management advice, tailored to meet their customers own specific needs.

Peter Harding’s wealth management is a principal partner practise of St James’s Place, offering wealth management advice and seminars to private and corporate clients in and around South England.

The Brief

St James’s Place and Peter Harding’s brief to The PPC Works was to create a paid search campaign focused on both forthcoming pension, inheritance and investment tax seminars. Working closely with both St James’s Place and Peter Harding’s to establish a new search campaign targeting events that run over a monthly period.

Peter Harding’s primary goal was to generate as many leads as possible within the proposed monthly budget. Delivering engaged users and relevant traffic to the site, which will then convert and register for their upcoming wealth management seminars.

Approach

Our approach began by investigating and researching the most relevant keywords used for wealth management pension, investment and inheritance tax seminars. Once we established the most appropriate keywords we created three separate campaigns which can then run at different stages of the year.

We also used local geographical targeting and Ad scheduling to focus the campaign more. Specific Ad groups and Ad text were then set up to capture the most relevant searchers, directing them to the most appropriate landing and registration pages.

Negative keywords were also used throughout the campaigns to eliminate any irrelevant and unrelated clicks, thus increasing the click-through-rate (CTR) and improving the overall quality of the account.

Results

Over two separate event campaigns we have successfully increased their CTR by 28% and decreased their average cost-per-click (CPC) by 35% in only two months, driving a large quantity of leads to the business development managers.

In addition to this we have also improved their Ad position by two places.