After using Google Ads for 2 years, an Australian travel agency with a clearly-defined target market wanted to reduce their Google Ads click spend and increase their number of qualified enquiries. They were frustrated at the high waste from irrelevant searches, overuse of broad match, and lack of a clear Google Ads strategy, so contacted Calculate Marketing for a free review and analysis of their current Google Ads campaigns.

Summary

34% more enquiries, 12% lower cost per enquiry.

How I helped

The large amount of Google Ads search query data collected while the old campaigns were previously running over the last 2 years proved to be a gold mine for researching new keywords and determining which search themes performed better than others. Using this data, the scale of the campaign increased considerably:

• Number of keywords rose from 992 to 275,532
• Number of ad groups rose from 79 to 10,967
• Number of tailored ad messages rose from 216 to 142,571

The campaigns were structured and organised strategically, so that different types of keywords could be measured and optimised separately. Thousands of exact, phrase, and modified broad match keywords were given highly-targeted, tailored, and engaging ad messages. A huge list of 1,844 negative keywords prevented ads from appearing for irrelevant searches.

Campaign results

Within a single month, this highly-tailored Google Ads strategy led to large improvements in campaign performance. For a similar average cost per click (CPC):

• Visitor numbers from Google Ads rose by 20%
• Click through rate (CTR) increased by 79%
• Average Quality Scores (Google's measure of relevace) increased by 16%

Client results

Reduced wastage from irrelevant searches, improved tailoring of ad messages, and extensive use of sitelink extensions (to help increase website deep-linking) meant that:

• Bounce rate fell by 15%
• Enquiry volume rose by 34%
• Enquiry conversion rate rose by 11%
• Cost per enquiry fell by 12%

Due to increased relevance and targeting of the campaigns, the quality of enquiries and follow through to sale rose signifciantly. For a similar Google Ads spend, the more strategic and tailored campaigns were able deliver a noticeable increase in Google Ads profitability within a single month.

The same tailored logic can apply to your business – if you want more enquiries and a lower cost per enquiry from Google Ads, please get in touch for more information.