This B2B Lead Gen advertiser reduced weekly time spent on PPC from 15 hours to 1.5 hours.

1. Guidebook Reduces Weekly Time Spent on
PPC from 15 to 1.5 Hours Using Trada
CASE STUDY - EXPERTISE
A D VE RTISER
Guidebook helps organizations with a physical presence to simply and quickly build
sophisticated mobile guides for their real world spaces. In the Guidebook app, users
With Trada, Guidebook
can connect and socialize through the application and find maps of events, confer-
ences, and schools. Guidebook works with a broad spectrum of customers such was able to hand off their
as event facilities, university campuses, and corporate locations around the
United States.
PPC campaigns to expert
Optimizers and focus on
C H A LL ENGE
Alan Blank, the Director of Marketing of Guidebook, started building a Google AdWords other important areas of
campaign himself and figured he’d learn as he went. While he started to get conver- their business.
sions, months of working in AdWords showed Alan that he simply couldn’t dedicate the
daily time required to scale and optimize for the results he wanted. He recognized that
the ideas and experience of more skilled paid search experts would help him build a
superior paid search campaign.
Trada did more than just
S O LU TION provide Guidebook with
After attending a paid search skills webinar hosted by Trada, Alan decided he’d rather superior paid search man-
let the experts in Trada’s marketplace do the heavy lifting than learn more himself. With agement; the time it freed
knowledge of his target CPA, Alan worked with his dedicated Trada account manager, up allowed the team to focus
and they designed the campaign to meet Guidebook’s needs. In addition, his account on their social strategy and
manager pulled 6 PPC experts from Trada’s Optimizer Matching™ algorithm to work on
critical new markets.
Guidebook’s campaign.
R E S ULTS
Alan noticed once he started using Trada that he had shifted his day to day activities
around paid search from the technical to the strategic. Trada allowed him to discuss Thanks to Trada, Guide-
overall messaging, ideal customer profiles to target, themes to explore, and area to
focus on that had been historically most successful for the business.
book’s team has shifted their
day to day activities around
paid search from the techni-
“My job is to leverage the best methods available to generate new
leads for my company. For some programs I am best suited to run
cal to the strategic. Trada
them, and for others, solutions like Trada are simply a better use of allowed them to discuss
time and money than learning everything myself. I estimate I was overall messaging, ideal
spending about 15 hours per week when I was working on AdWords customer profiles to target,
myself. Now with Trada, I spend roughly fifteen minutes a day on themes to explore, and areas
paid search. I like to keep an eye on the keywords and ad copy my to focus on that had been
optimizers are being successful with.”
historically most successful
– Alan Blank, Director of Marketing, Guidebook
for the business.
A D VE RTISE ON
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