Google Ads delivers boost for Lead Generation client

Client Background...

Our client is a small wholesaler business selling mobile & tablet accessories online. For privacy reasons, they will be referred to as ‘The Client’. They had been running Google Ads campaigns for 4 months, but weren’t seeing satisfactory results. A common view of Google Ads is as they continue to make setting up ad accounts easier, that the process of managing and improving campaigns is also easier – this is far from the case and it’s always recommended having someone with experience overseeing campaign management day-to-day.

The Client’s primary goal was to increase their campaigns conversions and improve their wholesale enquiries.

Our Approach...

We began by conducting a thorough audit of their existing Google Ads campaigns. We reviewed their targeting, ad copy, keywords, bidding strategies and conversion tracking. We identified several areas for improvement, including the need to optimise their landing pages, adjust their targeting, and refine their keyword selection.

Based on on this, we implemented the following strategies:

1. Improved Ad Copy: We rewrote their ad copy to make it more compelling and targeted to their audience. We also included more specific details about their products, included competitive price points and added call-to-actions in each ad.

2. Refined Targeting: We refined their targeting by focusing on specific geographic locations where their products were more popular, and by adjusting their audience targeting based on age and interests. This enabled us to focus budget on areas that had promise of delivering, whilst removing wastage in areas that didn’t.

3. Keyword Optimisation and themed ad groups: We optimised their keyword selection by identifying high-performing keywords and removing low-performing ones. We also added negative keywords to ensure their ads were only shown to relevant search queries, as they were previously being triggered for erroneous searches for accessories they no longer stocked.

4. Landing Page Optimisation: This was a key part of the strategy. We guided their developer to improve aspects of the landing pages by adding clear calls-to-actions, product incentives, a countdown timer for ordering and making the overall design and colour scheme more visually appealing.

The Results...

After implementing these changes, we saw a significant improvement in the client’s Google Ads performance. A key indicator of ad quality and relevance is the click-through-rate (CTR) and this increased by 22%. Most significantly, the number conversions increased by 41%, which resulted in further investment in campaign budgets and the broadening out of target locations.

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