What evidence can you share that demonstrates the impact of the engagement?
Oozle regularly offers recommendations for opportunities to expand campaigns to generate more volume. An early example recommendations for opportunities to expand campaigns to generate more volume. An early example of this was their recommendation to start building out landing pages and optimizing them to improve conversion rates and lead volume on PPC campaign. Internally, we were hesitant to take this approach because we thought that prospects would require a wider breadth of information in our vertical than the limited amount of information that landing pages typically provide. However, Oozle was correct and we saw nice lifts in conversion rate and lead volume as a result of utilizing landing pages on the PPC campaigns.
We are consistently seeing 9–12% conversion of our PPC advertisements to a lead page, and then from lead pages to enrollments, which I think is extremely high for the industry. Paid search has such an effective ROI for us that some months we've found it very profitable to exceed our budget because of what it costs per enrollment in the paid search channel.
How did Oozle Media perform from a project management standpoint?
In terms of communication and responsiveness, they respond to emails within 24–hours and we have bi–weekly calls to discuss project details. At the beginning and middle of the month, we compare our current performance to past monthly and yearly averages. In these meetings, we also review key metrics such as cost per lead, lead volume increase, and performance by market. We discuss project budget and status including ad copy testing, landing page updates, new campaign build–outs, and any new offerings from Google. Additionally, we discuss initiatives that Oozle would like to initiate and the team sums up those deliverable in a recap email as well as provides updates on progress they progress to completion.
What did you find most impressive about them?
They've been very easy to work with, and we find them both responsive and collaborative. If I have a concern, they listen and address it quickly. They incorporate our feedback while also bringing their own ideas. Partially because of the nature of our business and how our systems are set up, Oozle only has visibility to front end lead information, meaning all the downstream conversion points are housed in our internal CRM. That often necessitates me to step in and dictate strategy and they are always willing to accommodate.
Our social media account manager has helped us navigate all of the recent changes on Facebook that resulted from the well–known data issues. Facebook has been actively pausing audiences without notice, but we have actually been able to generate more leads because of his attention to the account and navigation of all the changes.
Oozle constantly brings new ideas from a paid search standpoint, which has helped to grow our lead volume. They have embraced our business goal of driving directly attributable lead volume, as well as testing various branding efforts such as provided search retargeting, display advertising, Snapchat advertising and YouTube InStream ads.
Are there any areas they could improve?
No. A few months ago, I suggested they increase their bandwidth and they added a new PPC–focused employee for our account. That was the only improvement I had for them and they were very responsive to the feedback.