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Google Ads case: how we increased the conversion rate 8.5 times and reduced the CPC 18 times
15.03.2022
3 min
easy
How we increased our conversion rate 8.5x and reduced our cost per conversion 18x with simple campaign structuring.
Business: tax management software for users of banking products only. Country: USA.
Objectives:
- Increase the number of applications on landing pages:
- for those who are looking for software;
- for those who are looking for information on how to start a tax business.
- Reduce conversion cost.
- Increase the number of conversions and incoming leads.
Results BEFORE working with the PPC agency Penguin-team
Only one Search Campaign worked in a Google Ads account:
Results from September 19 to October 13:
- conversions — 4;
- cost per conversion — $571.54;
- conversion rate — 1.15%;
- cost per click — $ 6.59.
In Analytics, conversions were not tracked:
Work stages
The first thing we did was set up conversion tracking for the thank you page after filling out the application and for clicking on the button after filling out the form.
The second is to clean up the client’s account. Many groups and keys have been added to the running campaign. These groups are ineffective. In order to fix the situation, and further manage automatic bidding strategies, it was necessary to break everything down into campaigns. Specialists of the PPC agency Penguin-team created and structured 4 separate campaigns:
- on competitors;
- for those who are looking for how to start a tax business;
- with the keywords «soft»;
- with all other keys.
The third is we created a Branded Search Campaign.
Gradually, for each campaign, we began to apply an automatic strategy — the Target CPA.
Results AFTER working with the PPC agency Penguin-team
After the work was done, we got the following results (from October 14 to November 30):
- conversions — 373;
- cost per conversion — $ 31.78;
- conversion rate — 9.82%;
- cost per click — $ 3.12.
Indicator | Initial results | Results after 1.5 months of work | Absolute change | Relative changes |
Conversions | 4 | 373 | +369 | +9,225 % |
Cost per conversion | $571.54 | $31.78 | $-539.76 | -94 % |
Conversion rate | 1.15 % | 9.82 % | +8.97 % | +780 % |
CPC | $6.59 | $3.12 | $-3.47 | -53 % |
For all the time we have received the following results:
We got such interesting results thanks to the correct structuring of campaigns and the choice of bidding strategies.
Do you want the same for yourself? Leave a request for an audit and further optimization of your account!
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