Implementing Trend-Driven Campaign Optimization

My client, a small wedding venue, had been running their Google AdWords account for several years with good results. However, they felt that there was still room for improvement and wanted to see even better performance from their account.

Challenge: The main challenge was to identify areas of improvement within the account, while ensuring that the account's existing performance was not negatively impacted. Our client was also looking for an increase in conversions without a significant increase in their overall ad spend.

To address the challenge, we conducted a thorough audit of the account, analyzing the account's structure, keywords, ad copy, and landing pages. We identified a few areas where the account could be improved without negatively impacting existing performance.

Firstly, we suggested restructuring the account to align with industry best practices, which would allow for easier management and optimization. We created more targeted ad groups based on specific product categories and optimized ad copy with relevant keywords to increase ad relevance.

Secondly, we identified a few underperforming keywords and ad copy and replaced them with more relevant and high-performing ones.

Thirdly, we implemented ad extensions to provide additional information and value to users, such as sitelinks and call extensions.

Finally, we implemented a bid strategy that focused on maximizing conversions while maintaining the target CPA. This allowed us to automatically adjust bids based on the likelihood of conversion and the cost-per-click of each keyword, resulting in more efficient spending and increased conversions.

Results: Our changes resulted in significant improvements to the account's performance while maintaining the existing high-performance level. The account saw an 84% increase in conversions with a 10% decrease in the cost-per-conversion, resulting in a higher overall ROI.

Additionally, the restructuring of the account and optimization of ad copy and landing pages led to an improvement in ad relevance and user experience, resulting in a 9% increase in click-through rate and a 10% increase in conversion rate.

Conclusion: Through our strategic optimization and management of the AdWords account, we were able to deliver significant improvements in the account's performance, while maintaining the client's original level of success. By conducting regular account audits and optimization, we helped our client achieve their desired outcomes, including an increase in conversions, higher ROI, and a more streamlined account structure.