Optimizing AdWords: +237.66% Conversion Rate in 2 Weeks
Optimizing AdWords: +237.66% Conversion Rate in 2 Weeks
Growth Engine Case Studies
How do you take on Optimizing AdWords when you’ve fine tuned every keyword over years of testing?
How Growth Engine approached the challenges, what we tried, and how we came to the solution
What Insights you can take away for your own Local Business to Implement the Strategies
Interaction Rate: +37.78%
Avg Cost Per Click: -19.99%
# of Conversions: +338.46%
Avg Cost per Conversion: -76.30%
Avg Conversion Rate: +237.66%
Increase in Account Spend: +3.90%
To set the stage, we first initially began our work with this Client doing a redesign of the entire website, as the previous look was outdated. The Redesign had 70% of all the original content, but also included adding additional content on landing pages that the Client was sending PPC to.
The results do not compare pre-redesign but rather pre-optimization vs post-optimization, which is why the resulting data is comparing a short time frame (as of this writing).
After the redesign process, the Client asked our team to investigate their AdWords account to help optimize their ongoing campaigns.
Google AdWords Results
Growth Engine’s Team began Optimization on Sept 21, 2019
Optimizing without impacting Lead Quality
On Average, the Client spends close to $80,000 per year on AdWords to generate leads for their Travel Service Business, with Average Sales per Customer around $10,000.
The first day we began our work on optimizing the account was on Sept 21, 2019 and we investigated several different factors of what led to a conversion, and having an open dialogue with the Client to check on the Lead Quality to make sure that the new volume of Leads were still the Quality that they were expecting, as it would impact their time and revenues if that declined.
Surprisingly, we did not modify any keywords, as they were already dialed in over years of trial and error to generate the right quality of leads.
Rather – what we focused on was seeing when conversions were happening (time of day and day of week) and the demographic, devices, placement, and bids. We fine tuned every bid modifier option and tested countless variables carefully to slowly see the uptick in conversion results.
As we saw conversion performance increase, we made a note and continued to hone in on the variables that made an impact.
The Biggest Factors Contributing to the Conversion Rate Increase
Detailed Audience Targeting
There were existing bid modifiers for this option but it was set to modify only the main variables such as Age, Income, Gender, but did not fine-tune other parameters that were combinations of all of the above
An interesting discovery was that despite Mobile having lower CPCs and other positive indicators, it wasn’t generating the same volume of leads nor the same quality of leads as Desktop. Tablet was non-existent. Rather than look further into the numbers, we had to take a step back and look at it from a consumer behavior perspective. The conclusion we arrived at was that the behavior of people who were searching for these keywords had low purchasing intent and much lower in the decision-making funnel than someone who was searching for these keywords on their desktop. The person who was searching for this on their Mobile was doing it on a whim, whereas someone on their Desktop was doing serious research and consideration – which was supported by the time on site when broken down by devices.
Time of Day/Day of Week
Another interesting discovery. Some of the previous modifiers were set to decrease bids on what are expected to be low volume days typically expected such as Tuesday, Wednesday, Thursday. However, digging deeper, these days on average had a higher Conversion Rate despite having a negative bid modifier than other days that had an increased bid modifier. Additionally, certain times of days that would be considered to be “dead hours” in the US time zone were showing higher conversion rates as well, such as 4:00 AM and 11PM-1 AM – when people are typically asleep or getting ready for work. Coincidentally, based on the data, we can assume our Client’s competitors had the same thoughts, as the CPC cost during those times were significantly lower. Now our Client’s Ads saturates all searches during those times with lower than average CPC and taking all those sweet conversions.
Introducing Gallery Ads
During our Optimization, Gallery Ads were being rolled out and our Client’s account was eligible for it. We decided to test out Gallery Ads to see the impact on KPIs.
We had the hypothesis that since our Client is involved in the Travel industry, which revolves around Experiences, Gallery Ads that serve as a visual and visceral medium would perform better than plain text ads.
The results were surprising, even for us, although the sample size of impressions is too small to make a conclusive determination of their effectiveness. We’re still watching the results.
Google AdWords Gallery Ads
Key Impacts: Takes up more above the fold screen space, interactive 4-8 image sequence, allows Advertisers to add more text than normal Text Ad as Each Image allows for a specific caption
Early Key Metrics
Click Through Rate: 40% vs 17.39% Ad Group Average
Cost Per Click: $1.09 vs $1.92 Ad Group Average
It’s not always about Keywords. Find opportunities in every variable and fine-tune it until you can improve your KPIs
It’s not always about Mobile-First. While every other marketer can preach endlessly about how every Business needs to be on advertising on Mobile, take a moment to understand why users are visiting your website on Mobile when they’re clicking through on your Ads. Sometimes, you’re better off not focusing on Mobile Traffic.
Experiment with Gallery Ads. It’s a relatively new Ad format that Google has rolled out in 2019, which means many businesses and advertisers have not taken advantage of it yet.
Fun Fact: On average, we estimate an average of 50% of all ads ran within any given industry or niche to be considered stale, or haven’t been changed or modified in over a year.
Interested in seeing how we can help optimize your AdWords and potentially help discover new Growth Opportunities?
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