The Performance Marketing process is painstaking and time-consuming, especially when it is done on large accounts with many products and a complex structure.
Our client had a very big and complex Google Ads account with hundreds of campaigns and thousands of target words.
In January 2017, they spent €15,919 on Google Ads that resulted in 145 conversions.
Then, the process of the Google Ads customisation by Leader Online began, which resulted in the cost reduction of Google Ads to €4,575 in July and to €4,836 in August, while maintaining the conversions high at 126.
There was a downward trend, since the first month of the implementation of the Optimization Plan, so every month we have had record savings without affecting the sales.
In May, when we had already reached almost half of the available budget, i.e. €8,451, the number of sales reached 149, marking a sales record (sales do not include sales via phone (+120%) as well as the sales made in the stores (+250%)).
This means that in May, the customer made more sales, spending half the budget.
(in the graph above (source Google Ads), you may see the Google Ads cost (blue line) and the number of sales (via eshop) (orange line) from January 2017 – €15,919 to August 2017 – €4,836)
The process of Google Ads Optimization did not stop, as the intense investment in campaigns that had a high conversion rate and low cost per conversion started again in August, resulting in us reaching a new historic low in cost per conversion.
The Cost Per Conversion reached €38 in August, when in January it was €109, boosting our client’s profit margins.
The process of Google Ads Optimization is long-term and requires excellent technical knowledge of Google Ads as well as of marketing, thorough monitoring of the competition and coordination with the customer’s warehouses and general commercial policy.
As a result of the savings made in the Google Ads budget, there was an increase in the liquidity of the company, as the Google Ads budget of €15,000 / month for 2017 was not needed, resulting in saving €48,700 until August 2017 (within 8 months); this amount was used for investments and development of other branches of the company.
Learn more about Google Ads advertising and Facebook advertising.
CONTACT:tel. 210 300 3421 / contact@leaderonline.gr
