Increasing Google AdWords ROI for an Industrial Storage Supply Company
Increasing Google
AdWords ROI for an
Industrial Storage
Supply Company
How we grew conversions and lowered costs
with a more targeted Google AdWords strategy.
Our client, an industrial storage supply company in our area, had an existing Google AdWords campaign in place but their strategy resulted in a cost of $38 per sign up and a whopping $17 per click – far too much money for far too few clicks. In September alone, they spent almost $3,800 for only 217 clicks on their ads.
Our Campaign by the Numbers
157%
Increase in number
of clicks
21%
Increase in signups
$13
Amount saved on each
of the 120 signups
Catching Up with the
Competition
Our client controlled a modest portion of the
surprisingly large and competitive market for
industrial storage supplies. They recently
discovered why they have been unable to
control more of the local market – their
marketing efforts lagged far behind their
competition, especially digitally. Their
competitors were having marked success
via digital channels while our client primarily
relied on conventional marketing.
Realizing something needed to change, they
embarked on their own AdWords journey using
well-intending internal marketing employees
that just didn’t have the knowledge to
effectively drive traffic that will affect their
bottom line. That’s where we come in.
Their Goal
Getting a Bigger Piece of the Market
The goal was clear. They had already spent $3,000 the previous month with less-than-satisfactory results. While their digital marketing efforts were failing, their competitors were capturing a larger piece of the market every day. It was time to turn that around.
Our Solution
Focus on What Works and Change
One of the many reasons why Google AdWords is a great way
to boost your web presence and drive ready-to-buy traffic to
your website is the ability to adjust a campaign based on
performance.
Because our client had an existing AdWords campaign in
place, we analyzed their results and built on the parts of the
strategy that were working and changing those that were not.
We started with improving the copy of the ads and landing
pages. Copy that is relevant improves your Quality Score,
Google’s rating of the quality and relevance of your ads.
A higher Quality Score translates to a lower cost per click and
a lower cost per conversion.
Next, we began targeting keywords that their competition were
targeting – including branded keywords. This means when
potential customers search for our client’s competition by name,
in addition to the results they also saw our client’s ads.
For keywords that were underperforming and couldn’t be helped
with improved copy, we simply removed them. No sense in
throwing away money.
Finally, we added negative keywords. Excluding search terms that
won’t result in a qualified lead or sale is another way to save
money and maximize ROI.
Their Success
A Winning Strategy
Google AdWords is often perceived as an expensive way to reach your audience. However, a well-managed strategy that is set up properly is a cost-effective way to get leads.
Here is a summary of how we made our client’s AdWords campaign successful:
Our Campaign by the Numbers
$800
Saved in 1st month of our campaign compared to the previous campaign
10%
Of conversions resulted from targeting their competitor’s keywords
$12
Saved on each of the 549 clicks – 332 more clicks than the month before
Google AdWords Done Right
The key to a successful Google AdWords campaign is targeted ad copy that funnels potential customers to a landing page that is relevant to the copy on the ads. Then, thoroughly researching existing campaigns (if they exist) and competitor keywords.
Equipped with this knowledge, we can then spend our client’s valuable marketing budget on the right keywords and stop wasting money on the wrong ones.
Products Used
Our Paid Search service focuses on Google Adwords and includes a tailored strategy to exceed the ROI goals of the client by leveraging our experience, creativity, and methodology.
