Collide, Inc. - Growth Via Search
Loren Robb
Collide, Inc. - Google Search Portfolio
Growing Conversions with limited budgets
Despite spending $50 daily, I was able to increase the CTR by 30% across all searches. I provided two weekly reports to outline the plan for the week, and then review how those changes manifested at the end of the week. Below is a step-by-step process of the project
My process
Week 1: Begin with email exchange with VP and investor to understand what the goal of the spending is. In this instance, they understood it's difficult to move the needle with such a limited budget. Therefore, we focused on exact match keywords only. We need to ensure that conversion tracking is implemented onsite and integrated before we can optimize for email signups.
Week 2: First round of adjustments following review of report with clients. After allowing a full week to understand the ebbs and flows of impressions with a larger sample size, I began to recommend expanding competing on phrase matches, relative to competitors like Patreon, to limit the scope and reduce the chance of unnecessary spends.
Week 3: Second round of adjustments. I worked with client partner to get conversion tracking implemented. In the meantime, search performance had dropped due to client wanting to run conquesting ads (i.e. bid on exact match terms of competitors) which I advise against.
Week 4: Finishing touches on client workload. The client only wanted to run ads for one month to understand their effectiveness before signing on with a big agency. I helped them understand conversion tracking was necessary, as well as gaps in reporting and optimization needed.
Examples of reporting and communication that I provided Collide:
Email Communication:
This email went to Collide twice per week to review the performance and outline next steps.
Reporting:
An example of one report template I create for the client to view performance in between my email communication.
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Posted Oct 9, 2023
I worked with the VP of marketing and their investor to manage their Google search presence to compete against Patreon
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