EasyTranslate was used to manage translations and interpretation services for both B2C and B2B clients. This made it difficult to optimise and target marketing to the most valuable B2B clients. With that need in mind, s360 was contacted as a new Paid Search partner to help EasyTranslate improve its results and upscale its setup across several markets.
s360 implemented a new algorithm-driven bidding strategy and goal, which ensured optimisation towards B2B leads. s360 also optimised creatives and landing pages to appeal to businesses, and used both negative user lists and keywords to minimise clicks from private individuals.
The starting point for both measures was to ensure that the Google Ads account had a better structure that could be easily scaled out to more B2B markets.
s360 managed to turn EasyTranslate’s Google Ads account around. The partnership made EasyTranslate spread to 10 new European countries with over 70 languages and more than 500 language combinations.
This resulted in a 41% growth in B2B leads compared to the previous year, while the CPA fell by 43% - both during the first 6 months of the partnership.