AdWords Case Study
ABL TIle & Bathroom Centre
ABL Tile & Bathroom Centre had been through multiple agencies before turning to Local Digital. The target revenue and ROI figures for their AdWords campaign had not yet been achieved by the previous agencies. Local Digital’s brief was simple – hit these targets!
Local Digital re-built the AdWords account from the ground up, with a focus on proven performers in terms of brands and categories. The Google shopping campaign was a priority and was started again from scratch. Finally, time of day and day of week bidding was implemented to minimise waste.
Increase in Revenue
Increase in ROI
Increase in Sales
AdWords Traffic grew 128% with an unchanged budget.
This was done by reducing the cost-per-click by 63%! How did we achieve this?
Smarter Budget AllocationLocal Digital shifted budget towards Google Shopping campaigns where the CPC was lower and the Conversion Rate higher.
Better Bid & Keyword ManagementLocal Digital pro-actively optimised the account. We reduced bids on under-performing keywords and paused keywords with a high CPC and no conversions.
Revised Ad CopyNew copy, targeted towards the individual user query was created. This helped boost clicks, improve keyword quality scores and reduce CPC.
Account restructure saw Conversion Rate increase by 32%.
So how did we do it?
Extensive Search Query Reporting
Search queries driving sales, but not included in the current keyword list were added to the account. Irrelevant terms wasting budget were added in as negatives.