Some details
The client needed effective and professional use of Pay Per Click advertising to create inbound enquiries increase overall sales and product offerings to more clients. The objective was to enhance the traffic quality, CPC, and, ultimately, they wanted to see major improvement in conversions.
We set up multiple ad groups with similar exact matching keywords and tailored ads with varying call to actions. We began with a
full audit of the account, tightening up the structure and focusing our targeting on the terms we knew were highly likely to result in a better enquiry and sale.We created several extended search ads for each new ad group. We also set up some ad extensions such as sitelinks, call-outs and call extensions. These help to secure more space for the ad so it looks more prominent. It also helps users to complete the wanted action much faster. We identified query themes that consistently drove high quality traffic and advised on new landing page content to help increase relevance.
This provided a seamless journey from ad click to application. This lead to an improvement in Quality Scores in Google Ads and higher conversion rates.
Within 10 months, we had brought down the Cost Per Click (CPC) and increased the website visitors by more than 124%. This has led to a much higher order book and also commercial benefits of a busy factory.
Since we started working with SD SAILS in October 2018, we have continuously focused on driving up the volume of leads whilst reducing cost per lead.
As the competition was high and keywords were expensive, we needed to ensure that every click to the site was as relevant as possible, so we also began frequently adding to the negative keyword list.
