Info
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Category : Pay Per Click Marketing - PPC
- Date :18 May, 2019
Project Brief:
As part of an extensive Internet marketing program, our Search Marketing launched a multi-level marketing campaign for the brand targeting local and national markets. The program included the optimization and management of PPC campaigns, as well as continuous SEO services for the brand. The brand specializes in a wide range of media conversion services in India and started with us in the fourth quarter of 2017. It started PPC optimization and therefore created a new SEO compatible site on March 1, 2018.
Step 01
Challenge the project
Their biggest challenge was to generate multiple conversions but at an affordable cost per acquisition (CPA). In the third quarter of 2017, Current spent over $ 3,000 a month on Google Ads and Bing AdCenter before joining us. Based on the size of the changes during this period, they spent $ 127.50 per acquisition (CPA or cost per conversion).
As would be expected from such a high CPA, the Google Ads and AdCenter accounts were poorly organized and presented many inefficiencies. On the one hand, there were too many irrelevant keywords in ad groups, so an ad wanted to offer a wide range of users with different intentions. In addition, the main type of keyword bids were widely compatible. The current brand notifications were only requested for unwanted applications.
The strategy to overcome these initial inefficiencies would require a reorganization of the campaign structures and campaign ad groups, while a review of keyword bid strategies to be more precise. In addition, launching a new optimized website would lead to new and improved landing pages with relevant content and calls to action.
Step 02
The ROI solution
Ours Search Marketing will begin developing new advertising campaigns for all types of services or multimedia formats offered by the current brand.
PPC case study campaigns
As a result, each of these key campaigns opens the door to a number of different ad groups that focus on specific types of media and conversion solutions. This very detailed structure of targeted advertising groups would help to maximize the relevance of the ads and the quality level of the keywords.
Google ad groups
In turn, the brand would see a significant reduction in cost per click (CPC) and higher ad placements with a lower premium. This strategy of reorganizing the account would include precision bid strategies, ad splitting tests, and the use of ad extensions at the ad group level. Google Ads keywords
When looking at the keyword offer for each ad group, the only match types used were exact match, phrase match, and a broad match modifier (or a combination of these match types). . In other words, the exclusive use of the generic correspondence offer would be completely excluded.
Search Marketing has implemented and monitored ongoing subdivision testing for advanced text search ads and ad extensions. In this way, each ad group would receive 2-3 notifications at the same time, and once sufficient statistical relevance was achieved, the best performing ad would remain and the new worst performing ad would be replaced.
Search engine marketing would help the brand take every opportunity to use ad extensions. In the first two months of the ad, the ad groups successfully activated five ad extensions to maximize the size, relevance, and click through rate of the ads. These include sitelink extensions, call extensions, site snippet extensions, site extensions and call extensions.
Step 03
Finally Get the Result
In summary, from year to year, Bear Search Marketing was only able to help the brand by examining the Google Ads KPIs only:
- The number of conversions more than doubled and the total number of unique conversions increased by 113%.
- Reduce total ad spend by 48% and increase clicks by 13%. In other words, the current brand has generated more traffic at a much lower total cost.
- The average cost per click dropped from $ 4.87 to $ 2.48, a 49% drop in CPC.
- The CPA (or cost per conversion) decreased by 71.6%, lowering the average CPA from $ 107.75 to $ 30.60 per conversion.
- The number of telephone calls generated by the PPC more than doubled with an increase of 114%.
- The ad click rate, which led to much higher keyword quality values and ad relevance, was a deciding factor for the incredible returns and efficiency improvements. While monthly highlights for all active campaigns averaged 8-9% of the click through rate, some popular ads increased the click through rate by 14-15%.
