As a Google Partner Agency, CDD works closely with you, and with Google, to ensure your Google Ads account delivers.
CDD has designed and executed Google Ads campaigns for a variety of clients, including industrial suppliers, professional sport teams and law firms. For every client, we identify meaningful actions and focus our efforts on bringing in qualified traffic to drive leads and sales.
Case Study: Google Ads For The Mortgage Industry
Case Study: Google Ads For E-Commerce Brands
Case Study: Google Ads For A National Law Firm
An industrial client (name withheld to protect data) was internally managing their Ads account for over a year. They were early adopters of the AdWords program in their industry and had experienced success on the platform.
Their competition began advertising on Ads in increasing volume, and their position was dropping. With more competition for key search phrases, our client’s account was becoming far more expensive and providing a poor return on their investment.
Prior to CDD managing the account, impressions were high, but the number of clicks was low. Many people were seeing the ads, but few people were choosing to click. (The blue line represents the number of impressions – or views of the Ads – and the red line represents clicks on those ads).
CDD rebuilt the customer’s Ads account from the ground up, creating specific campaigns that targeted specific demographics. CDD created ad groups within each campaign and created ads targeting audiences within each group. As a result, engagement began increasing, which lowered the cost-per-click in the account.
Managing Costs, One Click At A Time
One common misconception is that Google AdWords is prohibitively expensive. Each industry has its own definition of expensive, but Google AdWords is unique in that the bids for keywords are set by those doing the bidding. Many keywords that don’t have a lot of competition can have a cost-per-click of about $0.50. Popular keywords in some industries are more expensive, but good campaign management can help control costs. The CPC will drop as the click-through rate improves. When ads are targeted, relevant, and have a good CTR, Google rewards them with a lower CPC price.
How We Did It:
The client’s premiere product had its own campaign from the beginning, but it was time to refine the campaign and improve the CTR.
The more relevant an Ad is to a user’s search, the more likely that user is to click-through. For example, when a user searches for “Widgets Price,” they will most likely click on an Ad with the title “Widgets Price.” When a user searches for specific widgets, the “Widgets Price” Ad may not be as appealing because it isn’t exactly what the user is looking for.
We took our client’s “Widgets” campaign and expanded it from four Ad groups to eight. By creating ads that relate more to specific keywords, the click-through rates started improving quickly.
Targeted Ad groups, focusing on particular aspects of this company’s widgets, provided a much higher CTR. As the CTR improved, Google rewarded our client by lowering the CPC.
In comparing the first month of running the six ad groups to the month before, the CTR increased from 3.41% to 5.89%, and the CPC decreased from $2.27 to $1.64.
Refining over time
The original campaigns and Ad groups have evolved over time. Our client still enjoys a meaningful return on investment on both their Google Ad spend and their Microsoft Ads spend (reaching Bing users). Today, their average search campaign CTR is 5.47%, and the average CPC is $2.57. Our client also uses Google Analytics tracking to determine how many form fills and phone calls their Ads are generating.
For the past nine years, we have managed this client’s account and continued to provide value. We continuously work to refine strategies to support the client’s AdWords goals.
Measuring Success The AdWords Way
In AdWords, there are several metrics by which to measure a campaign’s success:
CTR – An Ad’s click-through rate, or the number of times an Ad is clicked on in relation to the number of times that Ad is shown to a user (remember, those views are called impressions).
CPC – Cost per click, which is the actual cost a business incurs each time a user clicks on an Ad. Google rewards well-written ads that are clicked frequently, regardless of the budget of the advertiser. The better the CTR, the lower the CPC.
Here’s a comparison of a client’s campaign performance during the first month we began managing their Ads, to the same period three years later:
We were able to improve the ads to target a more relevant audience, which actually lowered the number of times the Ads were seen. Even with 11% fewer impressions, the AdWords campaign resulted in 20% more clicks and 49% more site visits, at a CPC 36% lower than it was when CDD started managing the account.
In the following graphic, the blue line is the average CPC, and the red line is the number of clicks for this particular client. As clicks increase, the CPC decreases. The lower the CPC, the more clicks a client is able to get each day with its daily set budget.
As a Google Ads Certified Partner, CDD blends the principles of traditional advertising with Google’s targeting capabilities to deliver only the most relevant messages to specific audiences.