Leads Generated: 3.62k+ | Ad Spend: $58.5k
When we took over the ad account, they were struggling with the conversion, and the cost per conversion was higher, which was not aligned with their cost.
We observed that they started a direct conversion campaign without training the Google ads algorithm first to feed data to understand the target audience.
We had to train the algorithm so that we could have enough metrics before moving to conversions. We optimized for clicks first to generate enough data for the algorithm.
We segmented the campaign into 2 ad groups first.
Ad Group 1: Targeted only people who are searching Food handler card e-certificate
Ad Group 2: Targeted people searching for Food safety training
The purpose of segmentation is to test which ad group generated more clicks and the cost per click derived from each ad group’s keywords.
We added broad-match keywords aligned with the service for each ad group analyzing the keywords’ historical metrics. Most keywords have an average monthly volume range from 5000-40000 with low to high competition.
After running for 20 days, we generated enough metrics for algorithm optimization with a clear view of impression, cpc, ctr, quality score, search terms etc.
Now we switched the bidding from Maximize Clicks to Maximize Conversion.
Challenges We Overcame:
When we started maximizing clicks with broad keywords and shifted to conversion, we found out that we were competing with 4 major niches:
➔ Companies promoting courses on food safety
➔ Companies promoting training in multiple industries
➔ Companies promoting offers and discounts
So the competition is very cutthroat. We took 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. So to increase the clicks, we tested low competition high volume keywords for higher clicks
➔ Introduced exact type for high potential keywords
Scaling the campaign:
Since we flagged the irrelevant keywords as well as gained insights about how the campaign is behaving, it’s time for us to scale the campaign further. So we increased the daily budget gradually from $200 to $500.