Hawkesworth

We began by auditing their existing accounts, and uncovered an endless amount of untapped potential. The previous set-up had fundamental issues which resulted from having a poor account structure, including, lack of campaign types, no segmentation with ad groups, ineffective keyword match types, incorrect bidding strategy and undefined conversion goals — all resulting in underperformance, and wasted spend!

Our pro-active approach from launch to continuous optimisation, included:

1. Strategy & Re-Structuring of The Account

• Conducted in-depth keyword research to uncover lost opportunities, and re-strategised to focus on exact match not phrase match — avoiding wasted spend, as phrase match was averaging a CPC of £1.76 v 70p for exact match.
• Introduced new keywords, and structured ad groups around keywords.
• Launched new campaign types including Demand Gen, and re-prioritised the strategy to focus on Search over Display.
• Shifted from manual bidding to machine learning with Target CPA — optimising for conversions, not cost of bids.
• Defined clear primary conversion goals to focus on forms for lead generation, as campaigns were previously running blind without optimising towards goals.
• Implementation of enhanced conversions for tracking of conversions, to gain deeper insights thus enhanced attribution.

2. Multi-Platform Approach

• Focused on Microsoft Ads, and not just Google Ads. Ensuring that budgets are optimised towards efficiency, and ROAS.
• Expanded beyond Search with campaign type namely Demand Gen — reaching users across Google’s visual platforms including Display and YouTube, as well as appearing within Gmail. Expanding the reach, and driving down CPCs.

3. Continuous Optimisation

Success in PPC is never a case of ‘set and forget’! Through a continuous cycle of analysis and optimisation as well as testing, we ensured that performance consistently improved month-on-month.

• Pro-Actively managed campaigns refining keywords, and audience segments — ensuring to capture only high-intent traffic.
• Tweaked any copy on ads to improve on relevance, and quality score, as well as, conversion rates.
• Identified, and then introduced emerging trends — scaling what worked to reach more customers.
• Adjusted any bids in response to trends, seasonality, and activity of competitors.
• A/B Tested to uncover a top performing element.