Google Ads PPC Case Study

81.36 % More Conversions

Website:- yesukimmigration.co.uk

Situation

This Tier 2 Sponsor Based Company had a history of running pay-per-click campaigns, but without great success. We needed to enable accurate ROI tracking from Google Adwords spend, setup the new campaigns and optimize the existing campaigns. We took over the account and found several ways to drastically improve.

Main Goal

INCREASE LEAD VOLUME AND QUALITY

In order to get more leads, we needed to assess what wasn’t 

working. There were four main problems:

Poor conversions on the Website

Many people clicked on the ads, but few people took the time to fill out the form. Getting more people to “convert” into leads drastically increased the effectiveness of ad spend.

No Landing Page opportunities

Sometimes, people aren’t ready to become a customer. You need to provide some content and introduction of the service to them and start building a relationship.

Unable to track accurate conversions

As the great management consultant Peter Drucker once said, “What gets measured, gets managed.” This client did not have an effective measurement strategy in place. This made it difficult to manage the ad spend.

Lack of PPC optimization

Finally, the account was missing some standard PPC optimizations. Simple changes had a big impact on account effectiveness.

PROBLEM 1:

Poor Conversion on the website

The previous PPC strategy sent traffic to a basic “Contact Us” page. It had a contact form, but it was a missed opportunity for creating a high-converting page.

What elements do all high-converting pages have?

• Attention-grabbing headline

• Clear definition of the client problem

• Solution to the problem

The client website had none of these key elements.

Solution:

Create relevant, dedicated landing pages for visitors to land after clicking the ads.

Generic Pages Don't Convert Well

So we modified the “Contact Us” page and instead used specific, tailored ad copy to ensure message match across the funnel.

We stopped explaining the features, but rather, focused on benefits.:

That’s a focused call-to-action and simple explanations of benefits.

This simple fix caused conversions to skyrocket.

PROBLEM 2:

NO OPPORTUNITIES FOR Landing Page-Optimizations

What about visitors who aren’t ready to reach out? What if they are “just browsing”? How do we engage with them?

THE ANSWER IS SIMPLE:KEYWORDS STUFFING

We have search the keywords and added it to the landing page so that it will improve the Quality score of the campaigns, we have also researched about the competitors that what type of keywords they are adding into the landing page.

WHY IS THIS IMPORTANT ?

To be on the Top of the Google Search Engine Result Page it is calculated by a Formula”

Ad Rank= Bid * Quality Score

Quality Score depends upon 3 characteristics: – CTR, Ad Relevancy and Landing Page Relevancy so if the Quality score is good automatically we have to bid less for the keywords and from thereby we are also saving money. See the example below:

PROBLEM 3:

NO TRUE WAY TO TRACK CONVERSIONS ACROSS WEBSITE

We needed to ensure Proper tracking should be implemented in all the Thank You Pages.

Accurate tracking allows us to measure our work, so we know how big (or little) of an impact we’re making.

PROBLEM 4:

LACK OF FOCUSED ATTENTION ON ADVANCED PPC OPTIMIZATION

You’ll notice all of this happened even before we started to optimize the PPC campaign.

Great lead generation is not just about PPC optimization — it’s about the whole funnel.

After optimizing the whole funnel, we moved into actual ad account optimization. With Google Ads, it’s tempting to just “set it & forget, but this can hurt campaigns.

Competitors, budgets, the market, and search behavior are constantly changing. We must be vigilant in optimizing the campaign to always have the best chance to generate more quality leads at a lower cost.

Solution:

  1. Added a ton of negative keywords, so we don’t waste money with ads showing for unrelated terms.
  2. Refine demographics based on age and location, so we can pinpoint and target our key market audience.
  3. Constantly test new keywords so that we find the right, high-intent keywords, and phrases to lead to conversions.
  4. A/B test landing pages so we can make data-driven decisions on which messaging works best.
  5. Refine and test bidding strategies so that we can maximize ROI of campaigns.
  6. Work with the client to develop ad copy so that they can convert while meeting their brand standards.

FINALLY - THE MASSIVE RESULTS!

In just two months, we were able to see huge increases across the board.

Conversions Increased by +81.36% A

A increase in CTR means we were attracting the right visitors. And when the right kind of visitors click on our ads and get a highly targeted landing page, our conversion rates shoot up.

It’s easy to run a PPC campaign, focusing on keywords or ad copy. But it’s more than that. It requires a high-level view of the entire lead gen strategy.

Great campaigns aren’t just “running ads.” Great campaigns are about meeting the prospect where they are and leading them into a relationship with your brand at the speed they are content with.

WE CREATE PPC CAMPAIGNS THAT WORK — DELIVERING REAL RESU LTS.

Ready to optimize your lead generation campaigns?