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Google Ads Case. How to multiple conversions x3 by optimizing the structure and hygiene campaigns
16.01.2023
5 min
middle
Product: tables and chairs in the B2B segment (intended for restaurants, churches, bistros, and cafes).
Location: Canada
Languages: French and English
Tasks:
- increase conversions and reduce their cost;
- increase the display rate for certain product categories;
- increase the conversion rate.
Results before the PPC agency Penguin-team stepped in
Results achieved for 3 months:
✓ conversions — 127;
✓ conversion rate — 2.37 %;
✓ cost per conversion — CAD 91.48;
✓ cost per click — CAD 2.16.
Account audit before starting the project
- The Google Analytics code was not set on the website. We recommended installing Google Analytics: it helps to carry out analyses and make the right decisions to optimize Google Ads advertising campaigns. Moreover, with analytics, you can analyze the efficiency of other traffic sources and the entire website performance.
- 3 mixed campaigns were launched in the account — search network and partners + display network. Using mixed campaigns does not allow to fully analyze and optimize advertising, to make adjustments for more effective networks. Search ads in the display network attract fewer users’ attention than full-fledged banners.
3. The campaigns used keywords with different match types, from broad to phrase. Some of them were duplicated and were added by mistake. All that affects the frequency of ad impressions.
4. All product categories, regardless of type, were in the same campaign, but in different groups. At the same time, some of them received fewer impressions due to a limited budget. To avoid dragging impressions and have more flexible optimization, we advised changing the structure of campaigns: 1 campaign = 1 category.
Work stages in an advertising account
- Standard search campaigns have been set up:
– we changed the structure of the account for an even distribution of the budget between categories;
– we collected keywords belonging to the B2B segment (restaurant tables, chairs for churches, bistro tables, etc.);
– we created individual ads and extensions for each group to increase CTR;
– we did cross-minusing among ad groups.
2. We have broken down search campaigns into small parts. Some search keywords were listed in separate campaigns as separate categories. This allowed us to manage the campaign budget and test automatic bids more flexibly.
- Not all campaigns brought us good results. That’s why we started testing Smart Campaigns with queries that used to bring conversions. And the test was successful. We managed to receive more conversions at a lower cost:
- We have supplemented search campaigns with Observation for further use in Discovery campaigns. After obtaining statistics from the audience, they set up a Discovery campaign. We did not get a lot of conversions, but they suited us in terms of the cost of the application:
5. For a more rational use of the budget in all campaigns, audiences that brought high-cost conversions were excluded. Our audiences were 18-24 years old. Here’s how different audiences performed by age:
Age | Clicks | Cost | Conversions | Conversion cost |
18-24 | 210 | $350,32 | 5 | $70,06 |
25-34 | 617 | $1 161,51 | 38 | $30,57 |
45-54 | 1 144 | $1 958,91 | 55 | $35,62 |
Undefined | 1 436 | $ 2 164,19 | 69 | $31,37 |
- After obtaining a sufficient number of statistics, it was decided to leave the locations that brought the most conversions.
- We tested the Performance Max campaigns. In the third week of our testing, it was noted that the traffic of search campaigns is being cannibalized. So, we discontinued the Performance Max campaign.
Results after the agency stepped in
✓ conversions — 512;
✓ conversion rate — 4.10%;
✓ cost per conversion — CAD $27.93;
✓ cost per click — CAD $1.11.
Historical results – changing dynamics
Week | Conversions | Impressions | Clicks | Conv. cost | Cost |
… | … | … | … | … | … |
9 | 34 | 17,930 | 662 | $23.49 | $798.64 |
11 | 48 | 29,952 | 1,263 | $52.84 | $2,536.4 |
13 | 63 | 56,303 | 1,133 | $20.87 | $1,314.72 |
15 | 61 | 76,159 | 1,583 | $22.64 | $1,381.05 |
17 | 105 | 59,747 | 1,537 | $16.75 | $1,758.94 |
19 | 139 | 57,869 | 1,499 | $12.62 | $1,754.08 |
Comparing results
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