Turk Telekom prefered using Google AdWords for lead generation

Client Name:

Turk Telekom A.Ş., 2009

Services Provided:

PPC,

Objective (Summary)

With Google AdWords Turk Telekom wanted to reach its target audience efficiently. The objective was to:

• Support product launch with online brand awareness
• Increase sales by getting targeted online applications
• Increase number of leads by decreasing cost-per-lead

Our Solution

The biggest challenge during the campaign planning was the fact that it was a new launch and nobody knew about the service Wirofon. Turk Telekom was aware that it had to increase brand recognition first in order to address its target audience. Right after the launch of the offline marketing campaigns we started display ads on the Google content network to support the offline branding campaigns online. 

In the next stage we started focusing on the active searchers with a keyword targeted Google search campaign. Having the lead generation goal in mind, we knew that determining the right keywords and designing the ad copies were not enough to achieve the targeted leads. Turning visitors into buyers is the task of the landing page, this is why we worked closely together with the web developer to create and design an effective landing page for our SEM campaigns.   

Optimizing the keywords was another big challenge for our team, as most of the website visitors came from branded Keywords and mainly those keywords were turning the visitors into leads. Using the search query data from Google, it is was possible for us to determine the best set of converting keywords. With this data we developed about 3000 variations, misspellings and combinations of the best converting keyword Wirofon. In order to track the performance of the optimization process the details were mesured with the Webtrends tracking tool. This optimization process was another way to increase the number of leads again around 30%.         

Step by step branding and lead generation process with Google AdWords:

1. 1 Running image ads on the Google content network to boost online brand awareness during product launch
2. 2 Creating keyword-targeted search campaign for lead generation
3. 3 Developing landing page to turn target visitors into buyers
4. 4Ongoing optimization of the best converting keywords to increase leads

Results

• AdWords campaigns generated 70% of all online leads
• Misspelled keywords brought up to 30% of the generated leads
• Highest conversion rate compared to other online marketing campaigns
• Average cost-per-lead of about 1$

What our client said!

Google AdWords showed us once again how cost-effective a lead generation can be. With an average cost per lead of 1-2 TL and with the highest online conversion rate, the Wirofon AdWords campaign was by far our most successful online marketing campaign. Almost 70% of all online leads came through Google AdWords. I highly recommend everybody who plans to achieve a high ROI for its marketing budget to get use of an effective and well-managed AdWords campaign.

— Özleyiş Pamir, Turk Telekom Interactive Marketing Manager