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More bang for your PPC buck: +36% conversions from Google AdWords campaigns

5th December 2016

Category: optimisation


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If you are using Google AdWords to drive traffic to your sales funnel, the value that you are getting from your marketing budget depends greatly on the efficiency of your campaigns. If you think that this sounds pretty common sense, and you are sure that your campaigns are managed optimally (or suspect that they are not,) read on to find out how Danwood plc increased their conversions by 36% within a month, thanks to an AdWords optimisation exercise. And just imagine what difference to your bottom line would an extra surge of converted leads make.

Danwood plc is a leading producer of energy-efficient houses prefabricated in Europe. The main way in which they acquire new customers is through their corporate portal, where prospective customers can order printed catalogues with offers. Prospects ordering printed catalogues define the goal that determines the efficiency of their campaigns.

We have been asked to optimise Danwood’s sponsored links advertising campaigns aimed at generating leads, based on our advise that regular content optimisation is necessary to achieve satisfactory results of your digital marketing process. Based on the above case we would like to present how we have achieved significant increase using a few techniques: up to 36% within only one month!

Google AdWords campaigns

As Danwood operates in the UK and a number of other European markets their sponsored links campaigns are divided into geographical regions, corresponding to the location of the retailer responsible for the local market. This structure allows a flexible management of their budgets. Google AdWords provides tools for measuring the effects of a campaign using the so-called conversions metric.

In the case of Danwood’s campaigns, the conversions correspond to the number of ordered catalogues – which creates a traceable and actionable lead (as prospective customers have to provide their contact data to order a catalogue). In September 2016 we commenced a new advertising campaign focused on selected new retailer regions.

Our challenge was to maintain the efficacy of the ongoing AdWords campaigns that had their budgets reduced due to new campaigns tapping into the same shared pot of available funds.

Optimising Google AdWords Campaign

Advanced optimisation allowed us to increase the efficiency of the ongoing campaigns and to achieve very good results for the new one. Below described are the key activities that had been implemented:

  • Optimisation begun with a detailed analysis of the previous campaign settings – active keywords, ad texts, conversion numbers and availability in the search engines
  • All keywords had been analysed with the inclusion of the conversion rate and conversion cost
  • Low-effectiveness keywords have been dropped (paused,) leaving the budget for more result-effective keywords. (Before this action took place, we had to make sure that particular keywords did not have an impact on other conversions)
  • Based on the observation that returning website visitors, who are familiar with the company offer, usually convert better than new ones we have decided to use re-marketing lists for search ads (RLSA)
  • By analysing the traffic efficiency we balanced the rates per click according to the user devices and schedules

Effects

Thanks to this AdWords campaign optimisation, the effectiveness of the marketing process increased significantly. In October, we raised the number of clicks by 35%, diminishing the average cost per click by 22%, compared to the previous month. This resulted in the increase in conversions by 36%, and at the same time the average cost per conversion decreased by 22%.

This results – including the start of the new successful campaign, as well as maintaining the output from the already ongoing previous campaigns – have been achieved with only notional extension of the overall budget. The total AdWords campaign cost has increased by 6%, compared to 36% increase in the leads generated.

As you can see optimisation of digital marketing campaigns is a continuous process, where smart ways of achieving better results should be tested frequently.

Although this wasn’t particularly important in the above case of a turn-key houses manufacturer, whose competitive outlook is pretty stable, the AdWords landscape is much more dynamic for many other industries, and so our clients – for example from the financial services sector – ask as to evaluate, test, optimise and incorporate new solutions that help bring out best possible effects continually.

Drop us a line if you would like to find out more about this and our other experiences, or to discuss your AdWords campaigns.

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