By Mayank Tak | Sr. Manager, Business Innovation | ETML
For any lead generation business, the most crucial digital step is leveraging the search inventory of Google. Crafting successful search campaigns ensures visibility to potential customers actively seeking products or services, offering a direct route to converting searches into valuable leads and the process requires a blend of creativity & adaptability. This article delves into a recent success story where a finance sector client aimed to scale their search campaigns while keeping the CAC under control.
The Challenge
The brand faced a significant challenge as attempts to scale their search campaigns resulted in an exponential increase in CAC. The Lost Impression Share (IS) due to budget constraints was at zero and any action taken to scale the campaign seemed to shoot up the CAC.
Observations
Upon closer inspection, it was observed that a substantial portion (more than 69%) of the ad spend was allocated to campaigns with poor or average ad strength. The primary reason for Lost IS was identified as the rank. This prompted the need for a strategic fix up.
Actionable Insights
To address these challenges, the following actionables were implemented :
- A comprehensive revamp of the keyword structure.
- Ad personalization was increased by adhering to Google’s best practices for search ads, such as
- Incorporating at least two ad copies in an ad group
- Enhancing the uniqueness of headlines and descriptions
Results
The impact of these changes WoW was:
– Search Spend: Increased by 81%
– Conversions: Increased by 64%
– Lost IS (Rank): Reduced by 27%
– CAC: Increased by only 14%
