Objectives
Improve the volume of leads and improve CPA.
Strategy
- Broke out campaigns by product and also match type to enable a more granular level of optimisation. It also enabled us to add additional & converting long tail search terms to exact match campaigns
- Improved the location targeting, removing non performing locations and trialling location based campaigns with great success. It also enabled us to introduce new locations swiftly and effectively
- Remove ineffective and broad targeting
- We took a detailed look at the average position across best and worst performing keywords to ensure they were best placed on Google
- A low CPC broad match strategy has also enabled us to spot new keyword opportunities and increase traffic through the account
- DSA strategy introduced
- Mobile & desktop bid strategy implemented to the account
- Remarketing and RLSA strategies have been implemented to ensure website visitors come back and convert.
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Results
Conversion up 20.81% & Cost per Conversion down 20.11%