In this series of case studies, we hope to show rather than tell you how effective marketing can boost your bottom line. Nothing helps people understand better than by seeing things in action. And here are some of the details of the action we’ve helped our clients achieve.
PPC Campaign – The Challenge
A double-glazing company in Burgess Hill wanted to increase their visibility and sales for their main two products and services. Specifically, they challenged us to generate a considerable return on investment within six months for their uPVC and Aluminium double-glazing supply and installation services.
The client has previously seem Google Ads solely as a means to ‘increase visibility’ when their company did not appear organically on page one of Google when people typed in search queries. As such the client had generally avoided using the Ads channel. We needed to demonstrate to them how PPC can be used to drive up revenue and generate sales enquiries in its own right.
What we did
Following a detailed on-boarding session with the client where we got to really understand their business and its objectives, we took the following four-step approach:
- We conducted thorough keyword research using three different industry tools in order to ensure we were targetting the words and phrases that potential customers were actually typing into Google . It also allowed us to tailor our Google Ads bidding so that we focussed on specific audience segments rather than as a catch-all approach resulting in the best possible return-on-ad-spend (ROAS). Additional data generated over time allowed us to adjust the bids further to make sure the Ads were working as hard as possible for our client.
- We focused on the emotional needs of their audience in order to engage with people and encourage them to want to find out more, generating the best highest conversion rates possible. We used seasonal cues to deliver specific messages and also attempted to reverse ‘anti-buying’ habits by reducing buyer fear from the moment they see the ads, and instantly answering concerns and reluctance that they might feel.
- The words and phrases used in the ads were well considered, researched and tested allowing us to implement syntax to create highly relevant and engaging ad copy that helped maximise the click-through rate (CTR) for enquiries.
- We developed highly engaging and specific landing pages for each product so that the page people would go to after clicking on an ad provided specific information that was most relevant for their needs. By using tools such as Hotjar – which records the movement people make around a page so you can see what encourages interaction and which bits are ignored, Google Analytics – giving information on page users and the time they spend on a page and where they go after etc, and Google Optimize, we were able to constantly adjust and improve elements of the landing page so that it influenced more people positively, boasting interest and driving up conversions.
Our Google Ads PPC campaign significantly exceeded the expectations of our client. We generated 166 conversions in a six-month meaning approximately £686,000 worth of enquiries.
Are you wondering if a targetted PPC campaign could reap dividends for your business? If you would like to discuss this further, then please get in touch.