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Leads generation through paid search: Genesys

About the client

Genesys is a global provider of call centre technology with over 11,000 customers in 100+ countries. Genesys powers 25 billion of the world’s best customer experiences each year.

Their call centre solutions foster true omnichannel engagement, performing equally well across all channels, on-premise and in the cloud.

The challenge

The client had been struggling with consistent lead generation using paid search channels in the APAC region and needed help with driving leads at an efficient CPL. The APAC countries of interest were Australia, New Zealand, Singapore, Taiwan and India. Beyond this, the client also wanted to improve lead quality, especially in India and Taiwan.

Scope of work

01.

Paid search campaign strategy 

02.

Paid Search set up and Management

Our solution

Our initial research phase involved an in-depth review of the existing search account and multiple meetings with local and global stakeholders to ascertain business and marketing objectives and budgetary and technical restrictions.

Working with the local and global marketing team we completed a comprehensive tracking audit and advised on end-to-end tracking. Using a combination of UTMs and Google Ads tracking templates, GTM and the client’s CRM we were able to create a framework that allowed us to track lead quality across each campaign, ad group, creative and keyword.

With the results from our research and the new data being generated from the tracking implementation, we built campaigns to address multiple micro-verticals. Campaigns addressed keywords for product features, solution names, industry terminology, brand, competitors, top-level keywords. We also built remarketing campaigns on search and display. We were able to optimise campaigns based on lead quality and provide CPLs that factored in this information.

Our continuous communication with client-side stakeholders meant that we received real-time updates on closed deals, allowing for more efficient optimisation.

Result

Below are the results achieved for the client:

  • 44% improvement in CPLs
  • 120% lift in Lead Volume
  • Lead Quality Improvement
  • Attainment of the lowest CPL compared to all other global regions EMEA, LATAM and North America

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