Overview
A leading company in a manufacturing industry niche in Northern Ireland approached us with the objective of improving their Google Ads performance. Their primary goals were to improve the click-through-rate, improve conversion rates and reduce the cost per conversion. Over a period of several months, we implemented a series of strategic optimisation actions that resulted in significant positive outcomes.
Objective
The main objectives were to:
- Improve the click-through-rate.
- Improve the conversion rate.
- Reduce the overall cost per conversion.
- Optimise the ad spend to lower the total cost while maintaining or increasing the conversion volume.
Optimisation Actions Taken
1. Comprehensive Keyword Research and Expansion
One of the first steps was conducting extensive keyword research to identify high-performing keywords relevant to the manufacturing industry. This included:
- Keyword Match Types Strategy. Initially, we used broad match keywords to capture a wide range of search queries, ensuring maximum reach. We used that data to narrow down the list to highly converting keywords that we utilised in phrase match to improve results.
- Long-Tail Keywords. Identified and incorporated additional long-tail keywords that were more specific and had a higher likelihood of conversion.
- Negative Keywords. Regularly updated the negative keyword list to exclude irrelevant traffic and reduce wasted spend.
2. Ad Copy Optimisation
The ad copy was crucial in attracting the right audience. We focused on:
- A/B Testing. Created multiple versions of ad copy to test which messages resonated best with the target audience.
- Compelling CTAs. Included strong calls to action that encouraged users to take the desired actions.
- Highlighting USPs. Emphasized the unique selling points (USPs) of the client’s manufacturing capabilities, such as quality assurance, innovative technology, years of experience and industry certifications.
3. Bid Management
We made strategic bid adjustments to optimise performance.
- Automated Bidding Strategies: Implemented Target CPA (Cost Per Acquisition) to maximise conversions within the set budget.
- Manual Bid Adjustments: Made manual bid adjustments based on device, location and time of day to ensure optimal bid allocation.
4. Audience Targeting and Segmentation
Improved audience targeting by.
- Remarketing Lists. Created remarketing lists for users who had previously visited the client’s website but did not convert, targeting them with tailored remarketing ads.
- Custom Audiences. Developed custom audiences based on user behavior and interests to reach potential customers more effectively.
- In-Market Audiences. Targeted users actively searching for manufacturing services, ensuring ads were shown to those with a high intent to purchase.
5. Landing Page Optimisation
Ensured that the landing pages were optimised to improve the user experience and increase conversions.
- Relevant Content. Ensured that the content on the landing pages was highly relevant to the ad copy and keywords, providing a seamless user experience. This has helped improve CTR by improving the landing page experience and quality score metrics on the keyword level.
- Clear Navigation. Simplified the navigation and included clear, prominent CTAs.
- Conversion Tracking: Set up detailed conversion tracking to measure the effectiveness of different keywords, ads and landing pages.
Results
The implemented strategies led to remarkable improvements:
- The total number of clicks increased by 1.83K.
- We achieved an additional 236 conversions.
- The cost per conversion dropped by £1.82.
- The total cost of the campaign was reduced by £2.97K.