PPC Case Study Bedwetting Product

The Objective:

The client is a digital marketing company seeking a reliable expert to provide white-labelled SEO services. They approached Cubic Digital in August 2019 with the following objectives:

• Efficient campaign management
• Increase total conversions through strategic PPC campaigns
• Generate more high-quality leads
• Boost brand awareness
• Improve Quality Score

Our Approach:

Before devising an effective solution to meet the company’s objectives, our team conducted thorough market research, competitor analysis, and keyword research. Alongside understanding their business and target audience, we ensured proper campaign management. After close consultation with the company, we developed a strategy focused on:

• In-depth Analysis of Existing Campaign
  

We carried out a detailed analysis of the current campaign and identified several issues that needed addressing. However, our team decided it was more effective to structure a new campaign instead.

• Creating a New Campaign

We designed a new campaign focused on the company’s key revenue-generating services. Through extensive keyword research, we identified relevant keywords and crafted creative ad copy to attract users.

• Campaign Optimisation

We optimised the campaign at multiple levels by adjusting keyword bids, analysing search terms, refining ad copy, and more.

• AdWords Landing Page Structuring

Upon reviewing the company’s AdWords landing page, we identified several issues, such as the CTA and content, that needed attention. As a result, we restructured the page layout to improve the Quality Score.

• Ad Scheduling

Our team implemented dayparting to allocate the budget during high-performing hours and control spend during less effective times.

• Ad Extension

To boost viewer engagement and provide more detailed information to prospective leads, we added ad extensions like callout, sitelink, CTA, and structured snippets. This helped improve the CTR, enhance the Quality Score, and make the ads more interactive.

• Ad Rank

To improve ad ranking, we optimised the AdWords landing page by modifying meta tags and heading tags (H1, H2…), improving content and images, and ensuring ad relevance. We also adjusted bids and added relevant ad extensions.

• Campaign Improvement

Following our proven strategy, our PPC team closely monitored campaign performance and consistently looked for opportunities to add new keywords. After conducting a search term analysis, we added negative keywords to avoid irrelevant clicks and paused underperforming keywords. We also adjusted the match types for certain keywords based on search term analysis. Monthly re-optimisation helped the company achieve quality conversions by reducing the cost per conversion.

The key performance indicators (KPIs) we tracked included conversions, conversion rate, CTR, cost per conversion, and clicks. Based on these metrics, our team worked diligently to drive the company’s success using Google Ads.