PPC Ads Optimized Out of This World
AdWords Account Challenge
Our client, a video marketing tech company, wanted to get better results from their PPC ads in AdWords. They were not happy with the account’s lackluster performance and did not have time to continue working on it in-house. The account had not been optimized and needed some TLC, but we knew big things were on the way.
In order to properly optimize an AdWords account, it is important to have a big-picture understanding of the factors impacting performance. First, we completed an Adwords account audit.
The audit allowed us to put together a prioritized project plan of work over the next few months. Then we got to work!
The Adwords Optimization Plan
Phase I: Account Settings & Configuration
- Categorize ads more specifically to their targets.
- Incorporate ad scheduling for optimal viewing times.
- Leverage newly accessible AdWords features, such as importing Google Analytics goals to AdWords conversion tracking data, auditing and improving conversion tracking overall.
Phase II: Ads, Keywords & Bidding Optimization
- Rewrite ads.
- Eliminate underperforming keywords.
- Focus landing pages to improve ad quality score.
- Implement ad extensions.
Phase III: Ad & Targeting Expansion
- Create new ad groups targeting long-tail search terms in various sub-category niches of the industry.
- Add remarketing to reach out with brand-friendly reminders for interested leads.
- Incorporate more display ads (the account was mostly text ads).
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Account Settings & Configuration
- Changed the schedule that ads ran on to optimal viewing times for their B2B, tech-savvy industry – business hours, Monday through Friday, turning off in the late evenings.
- Went from 2 ad groups under 1 campaign to 3 campaigns running 3-5 ad groups each. That specificity is important to allow the keywords, ads, ad extensions, and landing pages to match with exactly what the searcher is looking for. A lack of continuity looses the visitor.
- Imported Google Analytics goals into Adwords, a brand new feature that allows all website-tracked goals to be synced for the first time. That also eliminated superfluous tracking code and streamlined reporting.
- Updated goals in Google Analytics. They were not set up correctly. Many of these goals lingered from a past iteration of the website and were no longer active. Added a correct contact goal configuration and lead generation form goal. Since most quality leads fill out the form and introductory phone calls are minimal, the client and LDM opted not to pay for phone call tracking.
Ads, Keywords & Bidding Optimization
- Rewrote ads in the newly organized ad groups to more closely relate to their associated keyword groupings. Added clear calls-to-action and incorporated findings from comparing their ad text to their closest competitors. For example, we discovered that adding a dollar amount that the lead would gain from past statistics significantly improved click-through rate.
- Many keywords were set to target too broadly, resulting in a lot of irrelevant clicks from searchers who were not looking for anything related to what the client offered. Irrelevant clicks waste money and lower conversion rates. Narrowed the targeting by making successful keywords exact match and excluding terms that were repeatedly delivering irrelevant ad clicks.
- The most successful ads are extremely specific and consistent – they use the same terminology from the ad to the keyword and the landing page. We had the client revise the titles and content on key marketing landing pages to match the relevant ads.
- Added ad extensions, which guarantee more clicks because there are more options to click through to different pages of the website on each ad appearance. This is a slam dunk win every time! Always max out your ad extensions.
Ad & Targeting Expansion
Finally, the fun part begins!
- After reviewing the website and getting to know the client’s industry, we worked hand in hand with the client to add new content landing pages to target specific sub-groups of popular keywords. These targets were very long tail, allowing us to target keywords for those who were interested in a very specific topic related to products that the client provided.
- Any active AdWords campaign that does not use remarketing is incomplete. If your agency is not talking with you about remarketing, fire them. Remarketing allows us to reach back out to those who have shown a past interest in the client’s product.
We set up remarketing lists in Google Analytics back in the very beginning so that we could track progress from start to finish. Then, we created remarketing ads specific to each campaign’s focus. We also recommended incorporating an offer. In this case, the client didn’t have a good way to use an offer with their product’s structure.
- We added some display ads where we could. We recommended adding display ads to every remarketing campaign (and replacing the text remarketing ads entirely). That process is underway.
Increase in Ad Clicks
Cost Per Click Decrease
Increase In Click Through Rate
90% Increase in Clicks
During our optimization, the number of clicks increased by 90% on the same budget!
Search Position Increased 50%
The average position of our client’s ads increased 50%, meaning more people saw the ads earlier in their search and were more likely to click.
Conversion Rate increased 415%
The number of people who clicked and ended up converting or interacting with our client increased by 415%! Meaning, we were finding the right people at the right time and bringing them to our client!