Leads Generated: 3000+ | Ad Spend: $58.5k
When we took over the ad account, they were struggling with conversions, and the cost per conversion was higher, which was not aligned with their budget. We observed that they started a direct conversion campaign without training the Google Ads algorithm first to provide necessary data for understanding the target audience. So, we had to train the algorithm to gather enough metrics before focusing on conversions. Initially, we optimized for clicks to generate sufficient data for the algorithm to improve conversion rates later. We segmented the campaign into 2 ad groups:
Ad Group 1 targeted only people searching for “Food handler card e-certificate,” while Ad Group 2 targeted those searching for “Food safety training.” The purpose of segmentation was to test which ad group generated more clicks and to analyze the cost per click derived from each ad group’s keywords. Most keywords had an average monthly search volume ranging from 5,000 to 40,000, with varying levels of competition. After running for 20 days, we gathered sufficient metrics for optimizing the algorithm, including impressions, CPC, CTR, quality score, and search terms. At this point, we switched the bidding strategy from Maximize Clicks to Maximize Conversions.
Challenges Faced and Overcome:
When we started maximizing clicks with broad keywords and shifted to conversion, we found that we were competing with 4 major niches:
- Companies promoting courses on food safety
- Companies promoting training in multiple industries
- Companies offering discounts and promotions
The competition was very cutthroat. To overcome these issues, we:
- Flagged irrelevant keywords identified in the search term reports
- Monitored Auction Insights and Search Terms of each keyword to understand audience intent and optimize keywords accordingly
- Improved the quality score of lower-quality keywords while testing landing pages
- Tested low competition, high volume keywords to increase clicks for keywords with high CPC
- Implemented exact match type for high-potential keywords
Scaling the campaign:
Having flagged irrelevant keywords and gained insights into the campaign’s performance, we gradually increased the daily budget from $200 to $500 which helped us to scale the leads.