CHALLENGE
Custom size beds had been running paid search activity through AdWords, but it was not generating the expected level of leads.
Understanding the conversion rate and user engagement of a website is vital to being able to optimise the performance of a paid search campaign, as it is with all forms of marketing, but no e-commerce or goal conversion tracking was in place, so this needed to be immediately implemented.
The account had been set up in house but they needed a professional paid search team to review the account and show them how the account could be improved.
Our key objective were to:
- increase profitability by improving visibility for all core product types
- increasing conversion rates
- reduce cost per acquisition
SOLUTION
After an initial account audit, it was clear that the account needed to be restructured. Despite best intentions and clear following of Google help documents, the account was not structured for optimum performance meaning budget was being wasted.
We discussed the industry with Custom Size Beds and broke down the business into its core areas. We built the new AdWords account to focus campaigns to customers for each of these areas. This allowed us to ensure that ads and keywords were as relevant as possible to the potential customer whilst eliminating overlap and self-cannibalisation.
As a result, we saw an increase in average Quality score for the account from 6/10 to a new account average of 9/10.
The new account saw Ad click through rate increased from 8.45% to 23.9%.
We also assisted the client to put in place full e-commerce tracking, linking their Woo Commerce system to both Google Analytics and AdWords.
RESULTS
The changes to the account structure and targeting allowed us to optimise the account to eliminate wasteful market areas.
Results at a glance:
- We increased conversion rate by 31%
- ROI was improved by 134%
- Cost per acquisition was reduced by 53.58%
- Ad click-through rate increased by 182%
- Average quality score increased by 50%
The account has shown positive growth repeatedly month on month in the 8 months since restructuring.
Let's deliver next level results for you
31%
Increase in conversion rate
134%
Increase in ROI
53%
Decrease in cost per acquisition
182%
Increase in ad click through rate
