Google Ads Case Study
The fundamentals of a successful Google Ads campaign are simple – the steps to get there, not so much. Getting to that coveted spot of a constantly improving advertising campaign requires a holistic approach that begins with the client and ends with well-executed strategy.
In this Google Ads case study we’ll explore a local business that sells kayaks directly to consumers, without an e-commerce component. This e-commerce limitation allows us to use this as a comparative case for any business looking to increase foot traffic and therefore sales using Google Ads.
Google Ads Case Study Breakdown
- Regional kayak and kayak accessories dealer
- Established local business
- Increase sales
- Increase foot traffic to store
- Increase qualified leads through phone calls and contact form submissions
Internal Webtivity Goals
- Increase conversions/sales
- Lower costs for client
- Expertly communicate results
Defining Google Ads
Google Ads is an online advertising platform developed and managed by Google to give advertisers an opportunity to shows ads to visitors to Google.com, Youtube.com, and a wide range of websites included in its advertising network.
Although Google Ads’ offerings vary between display ads, video ads, and text ads they all employ the pay-per-click model. To put it simply an advertiser, pays per click from a potential client on a specific placement or website such as Google.com. Some variations feature pay per impression or ads shown as well although these are a lot less popular on the Google Ads platform.
#1: Campaign Structure
Webtivity set up the campaign to focus on the client’s main offerings. Special attention is paid to the three main geographical locations the client wants to target. An ad group for each kayak brand allowed for segmentation of targeting. Extensions in Google Ads such as the client’s phone number, address, sitelinks, and others. Extensions help ads stand out from competitor like the example below.
Campaign targeting is set to focus on conversions. In this case, Webtivity defines conversions as phone calls, phone number clicks and form submissions on the website. These data points are supplemented by client communication in instances where sales could be traced back to the campaign.
#3: Optimization Tactics
Custom landing pages are created where possible for every ad group. Landing pages allow for the targeted ad copy which increases keyword Quality Score leading to a reduction in the cost per click. And increases ad position.
Non-performing keywords are constantly being removed to give producing keywords more ad impressions and increase conversions. New keywords are added based on Webtivity keyword research and the built-in Google Ads Search Terms report.
New ads, text and display, are created on a regular basis. Experiments in different ad copy variations are employed to continually improve ad copy. Lower-performing ad copy is paused as ad options increase.
Google Ads Case Study Results
For accurate result tracking we measured two key metrics. Conversions and cost per conversions. Conversions allow us to track direct actions by advertising visitors that turn into clients. Cost per conversion allows us to show that over time the cost per client decreases due to Webtivity optimization of the campaign.
For our purposes we tracked a six month period to allow for an accurate long term picture. As you can see below conversions increased by 28% while simultaneously cost per conversion went down by 21%!
Case Study Conclusion
Constant maintenance works. Most importantly a solid strategy is only as strong as those executing it. Through constant communication, detailed reporting, and a long term plan to produce results this campaign continues to grow at an exponential rate.
The client is a happy referral from another current client and campaign is ongoing.
This concludes our Google Ads case study. If you are interested in garnering this type of result for your pay per click campaign reach out to us at 941-753-7574 x107 or send us a message here.