Leads Generated: 200+ | Ad Spend: €19.3k
When we take on this account, few problems we have found inside the ad accounts.
-Account-level conversion tracking
-All of the important and non-important conversions marked as primary
-Daily budget is not aligned with CPC
-Multiple campaigns with limited impressions
-Mismatch setup of keyword types
-Weak campaign structure
We have segmented the campaign into 2 ad groups first.
Ad Group 1: Targeted only people searching for healthcare/ MedTech app development
Ad Group 2: Targeted people searching for healthcare/MedTech software development
The purpose of segmentation is to test which ad group generated more conversions and the search terms derived from each ad group’s keywords.
We have added broad-match and phrase-match keywords aligned with the service for each ad group analyzing the keywords’ historical metrics. Most keywords have an average monthly volume range from 10-170 with low to high competition.
Challenges We Overcome:
We found out that we are competing with 4 major niches:
-White-label companies promoting their medical app
-Competitors’ promoting their services
-SAAS companies advertise their subscriptions and demos
-Ad Policy Issues from Google regarding Personalized Health Advertising
So, the competition is very cutthroat. we have taken the below steps to overcome the issues:
-Flagged irrelevant keywords generated from search term reports
-Monitored Auction Insights and Search Terms of each keyword to understand the audience intent and optimize the keywords based on this
-Improved the lower-quality score of the keywords while testing landing pages
-Some keywords are consuming high CPC. To increase the clicks tested low competition high volume keywords for higher clicks
-Introduced exact type for high potential keywords
-Modifying the ad copies following Google Ad policies
Devices:
From Google Analytics what we have found is average engagement time is significantly better on desktop compared to mobile. That’s why we have decreased the 100% bids for mobile and focused on only desktop.