1. Why might reducing impressions have a positive impact on quality score?
2. What can we learn from paid search that can influence our SEO efforts?
3. How can a focus on ad copy affect paid search results and what are its implications related to the buyer journey?

11.12 Case study Frooition 11.12.1ne-linesummary Frooition, a web design firm, increased conversions and cut costs by optimising its PPC and SEE! campaigns- 11.112 The challenge Frooition proves creative services and apps for more than a quarter of a million customers around the world. They wanted to overhaul their SEC! and PF": efforts so that they could maintain their current levels of sales conversions while simultaneously reducing their marketing budget- 11.113 The solution They partnered with Iii'ertical Leap to change their EEG and PPC campaigns. Their solution operated on several levels: They found that eEiay was limiting exposure of Frooition ads and requested removal of the restriction placed on the ads. They restructured the entire account using historical data so that they could better focus budget. Keywords that didn't work well were removed and keyword match types were refined to better targeted search terms- They wrote new ad copy to match the new structure of the account and improve the keyword quality score. They adjusted the ad schedule so that high-performing hours of the day were targeted. They created new ad extensions to highlight USPs and improve clickthrough rates- 11.12.11 Results Because of the removal of poorly performing keywords and refining of targeting, they decreased the number of impressions by 33% and reduced overall spend by 155%. The quality score improved dramatically and cost per click was reduced by 52%. The changes to ad copy and ad extensions, along with the targeting, increased the clickthrough rate and conversions were up as well. In summary: Cost per conversion dropped by T011: Total conversions increased by 2111: Conversion rate went up by 455% ve rall costs dropped by 65% Clickthrough rate increased by 59% IDigitalTraining Academy, 2016]. Eiy using data and actionable insights carefully, this Frooition and Iii'ertical Leap radically improved the PFC campaign