Leads Generated: 250+ | Ad Spend: $32k
The goal was to generate high potential b2b leads. The Google ad account was new. So the initial work was to train the algorithm so that it can understand the target audience, intent, and keywords better and feed some data to Google for later optimization.
We started with the ”maximize clicks” conversion goal first and the plan was to transition to ”maximize conversion” after warming up the algorithm.
We have segmented the campaign into 2 ad groups first.
Ad Group 1: Targeted only people who are searching Mobile App Development Agency
Ad Group 2: Targeted people searching Mobile Gaming App Development Agency
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 have 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 30-250 with low to high competition.
When we started maximizing clicks with broad keywords and shifted to conversion, we found us competing with 4 major niches:
➔ People/Companies promoting courses on the app or game development
➔ Companies promoting app/game development services
➔ Freelancing platforms encourage audiences to hire from their platform
➔ Hiring companies putting up ads to hire remote employees on app/game dev
The competition was 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. So to increase the clicks, tested low competition high volume keywords for higher clicks
➔ Introduced exact type for high potential keywords
Since we have flagged the irrelevant keywords as well as insights about how the campaign is behaving, it’s time for us to scale the campaign further. So we have increased the daily budget to 40%. Since then with different tweaks and optimizations, we have successfully generated 250+ leads where each potential lead worths a minimum of $20,000 upon closing.