Case Study by: Sean Hecking Consulting Group
Client: Consumer Products
Challenge(s):
- Tracking Issues: Prior to the program, the client faced challenges with incomplete tracking on their dealer location landing page, resulting in inaccurate lead data.
- High Cost Per Lead: The cost per lead was relatively high, averaging around $100, with limited ad engagement tracking.
- Low Ad Share: Most campaigns struggled with less than 10% ad share, especially in display ads.
Solution:
- Optimization Goals: The new program aimed to improve CPA through creative ad optimization, employing new formats and refining keyword targeting.
- Enhanced Tracking: Improvements in tracking were implemented to capture more signals for Google Ads bid strategy, addressing the issues with incomplete engagement tracking.
- Engagement Goals: Engagement goals were introduced to enhance display ad optimization.
- Awareness Boost: The program sought to increase awareness during peak seasons.
- Geographic Targeting: Geographic targeting was refined for improved campaign performance.
Results:
- Lead Activity Increase: A notable 28% increase in lead activity was achieved.
- Impression Growth: Impressions surged by 25% within the same budget constraints.
- Ad Share Enhancement: Non-brand ad share escalated to 20% year-over-year (YOY) while maintaining the same budget.
- Cost Per Lead Reduction: The cost per lead dropped significantly to $40, compared to the previous $60+ YOY.