PRASHANNAYONGHANG - Google Ad Case study

Summary

Dec 26- 20 Jan 2023

My primary objective was to boost more sales for a product I was selling on a marketplace.

I started with Search ad Maximize Clicks to create awareness to my brand and product. I set the budget for $8 p/d shared across two campaigns. I mapped out the keywords to its relevant ad groups and ad copies in those two separate campaigns. I let the data accrue over ten 10 days before I made the recommended changes(some I did and some I didn't).

I also changed the bidding strategy to maximize conversions around the 3rd week and set my CPA at $1.50 (feedback from my data)

The data above is the result from two campaigns:

Key Metrics

Total Ad spend=$218

product =$19

CPC=Avg $0.25

CTR=8.50%-11.50%

Campaign A cost/conv=$1.10

Campaign B, cost/conv=$10.95

Impression share <10%

leads=25

CPL=$8.72

ROAS=113%

It is evident which campaign performed the best.

This is how the ad scored on Wordstream

Conclusion

Initially, my landing page had a low conversion rate, so I conducted an A/B test to determine which version of the page was more effective. By closely monitoring my campaigns, keywords, ad groups, text ads, and placements, and making consistent adjustments, I was able to improve my account activity. Despite having a low impression share (less than 10%) due to budget constraints, I was still able to convert 50% of my leads into sales through effective email follow-up. With a larger budget and higher bid, I am confident that my conversion rate would have been even higher.