Anna Maria Panasiuk

Problem

There is no denying that consulting in ASI, family succession, tax residency change and wealth management is a highly competitive space. In addition, reaching potential clients is difficult – a relatively small group of people are interested in these issues, which makes the process of selective outreach through advertising much more difficult.

Solution

Anna Maria Panasiuk’s marketing strategy initially relied on typical tactics used in Google Ads campaigns. However, high conversion costs prompted us to make changes.

An effective Google Ads campaign

We first focused on reaching our target audience with text and display campaigns and testing the effectiveness of various channels and lead generation strategies.

We ran tests, adjusting rates and keywords – so we could identify the best methods for acquiring leads. As time went on and we gathered more conversion data, we introduced selective smart strategies based on acquisition cost. Our Google campaigns began to show much better results when we applied a CPA strategy based on Smart Bidding. This method allowed us to optimize our paid campaigns and maximize the effectiveness of the In terms of generating leads.

Increase organic traffic

We did not limit our marketing activities to paid campaigns only. We also wanted people who are actually looking for solutions to problems related to changing tax residency, property succession or forming an alternative investment company to find annamariapanasiuk.com on their own.

In this context, our priority was to maximize the visibility of the site in Google search. When we started our optimization efforts, the site was generating traffic of about 90 users per month and was not showing up in the first position for any important keyword.

We started the work by conducting a technical audit and fixing technical errors that were lowering the positions of individual subpages. We also had to prepare the site in terms of usability for potential audiences. Then we started optimizing the site for the most caloric keywords.

When it came to increasing organic traffic, it was crucial to have access to the services of multiple specialists under one roof. With the expertise of a UX Designer or Web Developer at hand, we were able to solve problems that arose much faster.

The project involved 4 specialists: Google Ads Specialist, SEO Copywriter, Analyst, Web Developer and UX Designer.

Results

Results of paid campaigns

The effectiveness of ads from Google Ads campaigns in the initial period was low, but after a period of 3 months, we noticed that the channel of paid ads, was the most important source of leads on annamariapanasiuk.com, below data from July 2022 to early May 2023.

The above data shows the total number of leads, coming from the tags – form submission and form change of tax residency. From July 2022 to the beginning of May 2023 there were 79 submissions coming from paid ads, and 4 additional submissions from the Display channel, which is also the result of Google ads, giving us a total of 83 leads. Another channel before Adwise, Organic search, also performed very well throughout the collaboration – it delivered 67 leads. If the funnel had only supported lead generation, its effectiveness would certainly have been higher, but large portions of the budgets were for article promotion and building recognition.Paid search advertising consistently delivered leads each month.

Positioning results

And the positioning? After a deep analysis of key phrases, removal of technical errors on the site and 4 months of intensive SEO work, organic traffic increased to almost 800 users per month. We reached search engine position 1 for 11 key phrases, and in the TOP10 alone the number of phrases increased to 27. Expert quality articles were added on a regular basis, which allowed Anna Maria Panasiuk to attract attention and build awareness among potential customers. Substantive and accessibly written articles were also the best proof of the reliability of the services provided, and allowed recipients to better understand what Anna Maria Panasiuk could really help them with.

Investing in SEO and changing the approach to running paid campaigns has paid off.The activities brought many positive results.The number of completed contact forms from both paid campaigns and organic traffic was higher each month. It should also be noted that we presented SEO effects for a period of only four months of cooperation. In fact, this is just the beginning – external link acquisition activities have not yet been included in the SEO strategy.

More organic traffic does not always translate into higher conversions.To avoid attracting users who are not interested in the services, we spent a lot of time on deep analysis of key phrases and precise selection of such phrases that have the highest potential to attract caloric traffic.

Summary

Combining advanced optimization of Google Ads campaigns with SEO activities proved to be the key to marketing development for annamariapanasiuk.com.A not insignificant impact on the effectiveness, was also our approach to cooperation, and especially – the focus on dialogue with the client. This gave us a multidimensional view of the company. The exchange of relevant information and active cooperation with the client allowed us to draw conclusions that are valuable and, above all, beneficial for the business.