The most successful campaign for this client was a New Broad campaign – which generated over 100 leads in 12 months – based on broad match type keywords, followed by other campaigns types. 

The broad keyword campaign was monitored frequently in order to avoid irrelevant expressions being shown and daily optimisation included adding negative keywords when necessary and checking all the other KPIs.

In terms of CPA, the best approach was the Remarketing Lists for Search Ads (RLSA) campaign. RLSA is a feature that lets you customise your search ads for people who have previously visited your website.

It’s also possible to tailor your bids and ads to these visitors when they’re searching on Google and search partner websites. Optimising this campaign, we managed to obtain the best CPA in the entire account, even if the number of conversions was less than in others.

During the engagement we learned how important it is to talk on a regular basis with our clients because we get many insights.

By closely monitoring all campaigns, we are able to see exactly what potential customers are looking for, allowing us to optimize results for this account. 

User behavior is often affected by external factors as well, so we had to analyze and identify them. Considering all those factors, we adjusted the campaign accordingly.

At the beginning of a collaboration with any new client, we usually conduct numerous meetings or talk at length via emails in order to get all the necessary information. 

We also wanted to hear our clients’ feedback in order to improve our strategy and also our services. We worked very well together and whenever we had questions about the typology of the client’s topology, we always received quick feedback.