Biggest problem: lack of leads
Finding customers requires first gaining the attention of your audience, and in the next step, getting them interested enough to want to talk to LoopStore specialists. To do this, you need to target the right audience and find out exactly what they are looking for using an Internet search engine.
Challenges
Poorly configured conversions
Incorrectly configured conversions in an ad account can lead to ad campaigns with poor performance. First, incorrect conversion data can distort actual campaign results, making it difficult to properly analyze and optimize. Second, it can lead to spending budget on ineffective keywords, which in turn lowers return on investment (ROI). The third problem is that bidding rates and strategies are difficult to manage, since the system relies on conversion data to make decisions.
Incorrect data entered into machine learning
Smart bidding strategies in the Google Ads system can deliver very good results. However, provided that the data entered is correct and we can confirm its effectiveness with full responsibility. Otherwise, machine learning will assimilate false information, and then the errors will be more and more in the subsequent stages of the campaign. Unfortunately, this was the case with past campaigns, which had to restart the learning stage after reconfiguration.
Our solutions
The first step was a step backwards – we went back to setting rates manually. Then we needed to collect a sufficient amount of data with proven effectiveness, based on which it was again incorporated smart bidding.
The main source of leads for the client is search engine text ads. Therefore, during the optimization work on the account, various keywords are constantly checked to find those with the lowest conversion cost.
October 2022: In the first month of the LoopStore campaign, we recorded 3 conversions, and the average CPC (cost per click) was PLN 2.89. The company’s total ad spend was PLN 5210. At this stage, we focused on market research and keyword analysis to find the ones that bring the best results.
November 2022: Thanks to optimization efforts, the number of conversions increased to 6, and the average CPC dropped to PLN 2.28. The client’s monthly budget was PLN 2430.
Due to changes carried out on the site in December, which included a contact form, we had to stop the campaign and conversion counts.
January 2023: As a result of further efforts to optimize the campaign, LoopStore maintained the number of conversions at 6, and the average CPC dropped to PLN 1.69. This month, the client spent PLN 2005 on the campaign. We continued testing different keywords, which resulted in lower conversion costs.
February 2023: As a result of further optimizations and keyword testing, the campaign brought 14 conversions, a significant increase over previous months. The average CPC increased slightly to PLN 2.60, but the number of conversions more than made up for the more expensive clicks. In February, the client spent PLN 3590 on the campaign.
Summary
Despite difficulties at the beginning of our cooperation with LoopStore, together we overcame challenges caused by misconfigured conversions. Accurately identified problems and well-addressed solutions allowed us to correctly configure campaigns and collect the correct data necessary to run machine learning. In this case, after only a short period of time, they began to produce positive results, for which the client’s patience and credit were necessary. Now ahead of Google Ads campaigns for LoopStore are the next stages of optimization, which give hope for even better CPC rates and a reduction in lead acquisition costs.
Plan your marketing
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.
