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Improved previous Google Ads conversion rate from 8.9% to 16.3% from Sept 21’ – April 22’. Increased ad spend for this time period from $400K to $665K and conversions from 17K to 53K. Lowered cost per conversion from $24 to $12.
eCommerce B2C healthcare client wanted to improve their conversion rate (8.94%) and lower their Cost per Conversion ($24) while increasing ad spend with their Google Ads.
My role is to manage their Google ad campaigns. I updated each Search campaign bid strategy to include max conversions + tCPA to meet their CPA goals. I then updated and added new ads and responsive search ads to help better reflect their product benefits and their target market which is an older demographic. I updated their keyword match types, added negatives to block unwanted traffic and continued to refine their keyword traffic the past 6 months. I also segmented their brand keywords and non brand keywords into different adgroups to funnel targeted traffic to their ads.
Improved previous Google Ads conversion rate from 8.9% to 16.3% from Sept 21’ – April 22’. Increased ad spend for this time period from $400K to $665K and conversions from 17K to 53K. Lowered cost per conversion from $24 to $12.
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Goals: To increase sales across the board, regardless of where they occur. To increase “moroccan magic” searches on Google and Amazon. Since they sell their product in so many places, and have Amazon and target running shopping ads for their products, we cannot simply look at website sales.
Beyond the overarching objectives, our main focus was with undergraduate and postgraduate student recruitment through ongoing campaigns, as well as advertising university courses, open days, postgraduate open evenings and Clearing.
Specific examples of objectives set by Leeds Beckett also included:
1) Supporting the university’s growth plans through targeted and effective campaigns
2) Growing the number of applications
3) Improving efficiencies and reducing costs in all paid channels
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