Project overview
Offer: Coworking passes to various locations.
PREVIOUS DESIGN:
Previous ads metrics:
- The cost/conv=$80 jumped in end may 2023, but no CTR increase.
- CTR high (7.5%) , where average CTR 1.5% for Goodle Ads Search (Hotsuite)
- Avg. CPC $0. for search ads, with usual at $1.28.
- ROAS 0 even at the highest cost.
- When budget/day increased, with delay so did too for conversions (conversions being clicks to site).
- CTR often follows cost, with a lag sometimes.
- There are problems with assets being used for retargeting as the same ones that were used for targeting.
- Best performing images were for laptops/wide when most users were using phones.
- The top impression share was 0% and should have been at least 50%. Nonetheless at a small budget, CTR more important for the industry at hand.
- Strategy for ads was too wide.
Ad graphics:
- Some images had great copy and idea, some were great overall but only 20% across all devices.
- Bad cutouts of people then added through Photoshop.
- Inappropriate image choice + background in some.
- Some had copy that was too long, small, or too thin to read properly.
- Some font colours were hard to read on a selected background
- Some ads had simply bad quality altogether, from picture representativeness of the offer, to copy and its placement with colour representations.
- Some lacked a clear CTA (call to action)
- Many missed emotions in the copy to act.
- Other than bad alignment, some used neutral colours not representing the brand: e.g. grey.
Conclusions:
- Overall good keywords and ad copy
- Possible offer/landing page problem (funnel)
- Pricing is better than competition, but not necessarily on the offer from ads.
- Ads were on PMax so hard to realise the reason behind the performance at parts.
- Ads graphics were partly confusing and partly low quality.
- Ads graphics did not properly represent a great offer (combined with funnel).
- Often, there was no urgency, no scarcity, and no emotion introduced through graphics.
- Solution: full rehaul of offer creation, landing page, and ads.
REDESIGN:
Results
- Strategised a new ads campaign and audience.
- Google Ads and the Campaign were set following the client's business and target audience with better focus for targeting and retargeting.
- Embedded Hotjar Surveys and Microsoft Clarity in addition to Google Ads to track results.
- Redesign new ads for emotion, scarcity, and the improved offer.
- Ads got high traffic as seen from the number of users landing on the page (and recordingds) at a $10/day budget for ads with ~10% CTR. I did not have access to the CTR data itself, although the number of users seen through Clarity and Hotjar was higher.
- 4 surveys, 300 recordings, several questions asked about product, when before there was no interaction.
- Conversion was still a problem (now focused on sales).
- The landing page had bugs and was in the completion stage by the development team when ads started (some parts were unreadable, and all over the place).
- This created trust problems and confusion. This was the main feedback from Hotjar and Clarity recordings of errors seen and survey form replies.
- Feedback to owners: complete the landing page, and create video assets representing the offices from the offer.
- Re-run ads switching form PMax to focused types.
Note: Cannot share specific client details and name due to NDA.