Google accounts for at least 92% of global searches, accounting for an estimated 5.6 billion searches per day. (Hubspot) 64.6% of those searching google with the intent to buy a product click on google ads, with the remaining 35.4% accounting for organic search. (WordStream)
But our client, a popular veterinary clinic in the tri-state area, wasn't reaping these benefits from their google ads campaign. They had hired a prominent local agency to manage their ad spend. But after six months, they had burned through $27k with no results to show for it. We audited the campaign to determine why it failed to scale and implemented some changes we thought could help.
After 10 days of our work:
After a thorough audit of the client's ad-spend and performance metrics, we implemented these changes to their google ads campaign:
Adjusted ad copy to focus on differentiation and customer pain pointsOur audit uncovered that the client's ad copy didn't effectively appeal to the target market. We took a series of steps to correct this:
First, we figured out the problem in the target market,Next, we wrote copy positioning the client as the best solution for that problem. Lastly, we told the target market how the client can solve their problem and why solving that problem is essential to them. With these steps, we were able to help the client differentiate themselves with compelling ad copy that gets people's attention and appeals to their emotions.
Integrated a more thorough negative keyword listAlthough the ad campaign used a few effective keyword options, it did not integrate a negative keyword list. We improved the client's keyword strategy by adding a list of negative keywords. With this approach, we focused the campaign only on the keywords that mattered to the target audience and ensured that ads were only showing up for people who wanted what the client had to offer.
Implemented a comprehensive split testing programWe implemented a split testing program to improve Google Ads performance by comparing different versions of ads and landing pages against each other. We tested different ad headlines, copy, imagery, landing page changes, and others to find the version with the best performance. We also tested the impact of changes on click-through rate (CTR) and overall cost per click (CPC). Trying all these variables gave us a complete picture of what was working and what wasn't.
Eliminated low converting income, age, and demographic segmentsThe client's site had many low-value customers, resulting in a low conversion rate and low earnings —In other words, the ROI (return on investment) was poor. We conducted a segmentation exercise to pick the right target audience and boost ad performance by focusing the ad budget on high converting segments.
Implemented a post-lead-capture referral incentive program on the landing pageCustomers who opt into a campaign by filling out a form are high-quality leads — the very act of opting in displays a high desire to engage with a brand. Such leads are more likely to recommend others.
We implemented such a referral program and encouraged referral follow-through by offering incentives.
After just ten days of work, the website experienced an 86% rise in clicks. The cost per conversion dropped by 66.3% ($10.84 to $3.65). The lead to paying customer rate increased from 28% to 42%
Owing to this success, we replicated the campaign to Microsoft Ad Center to increase reach while retaining the cost of customer acquisition.
Facebook Ad campaigns accounted for over a quarter of all digital spending in 2020 – 25.2% - just behind Google at 28.9%. (Source) Our client was operating a Facebook Ad campaign with a $7,000 daily ad spend, converting at $8 per sale after four months – with ongoing support from a Facebook representative.
After analyzing the data in several different ways, it was apparent that the campaign was losing the client thousands of dollars per day, essentially putting them on the verge of going out of business. We assessed the client’s ad performance, engagement, clicks, and other key metrics to begin developing a plan to bring them from ruin to reigning supreme in a short period of time.
After a careful assessment of our client’s current Facebook Ad campaign status, we created a plan to bring the campaign out of a pit of spending and into a realm of earning – here is what we did:
Automated Email Sales Funnel:These emails are created to go out to recipients at a set date and time – in a specific order. We created this funnel to help advertise our client and their business, creating more engagement with clients (past, present, and future).
Referral Incentive and Affiliate Program:Word-of-mouth-marketing is a great way to spread the word about a business – we used this concept with our client’s ads to bring exposure to their referral and affiliate program incentives.
Advanced Tracking Systems for All Landing Pages: :It was important for us to track the number of times our client’s landing pages were accessed, the bounce rate, and other key metrics. To help ensure that the client’s funnel was working correctly, we implemented a series of advanced tracking systems to gather the data necessary to create the optimal conversion rate.
Revision of all Ad Content and Video Promotion Design:Using the information we had gathered; it was apparent that ad revisions and the revamping of promotional videos was necessary. Using our expertise in the industry, we were able to make the necessary changes to positively promote the client through revised ad content and video promotions.
Market Research Leading to a Complete Revamp of Campaign Targeting:Industry trends are always changing and evolving – our team did the necessary research to determine what areas of campaign targeting were being missed by the client’s previous campaign efforts. Upon conclusion of our research, it was apparent that a complete revamp of the campaign for targeting was necessary.
The average cost per click (CPC) on Facebook is 94 cents, making it a cheaper platform to advertise on than LinkedIn, Instagram, and YouTube. (Source) After 45 days, our client began seeing remarkable results from the implementation of our carefully designed plan.
Looking at the screenshot below, you can see that the conversion on nearly all the ads within the campaign were brought down below 90 cents. This is almost unheard of and unattainable in the industry. These results show that with a good strategy, the proper research, and a team behind you with the necessary skills – great ad conversion is a goal that can be achieved.
