Case Study:Managing keywords and optimizing ads in the Google AdWords Search campaign
>56%
Conversion rate
About AnveloMAG.ro
AnveloMAG.ro is an online store dealing with the sale of tires and rims.
AnveloMAG.ro turned to Today’s for the optimization of the sponsored ad campaign on Google Search in order to increase sales in the winter tire buying season, the period in which the biggest search competition in the industry is recorded. AnveloMAG.ro registered a +56% increase in the conversion rate in the sale of winter tires, by optimizing the Google Ads campaign.
The Requirement
Optimizing the campaign to increase conversions (online and telephone sales)
Effective cost management to maintain a competitive position on Google Search at the peak of the season
Approach:
The segmentation of the campaign dedicated to winter tires in 328 ad groups, highly targeted for searches according to sizes and brands.
Optimization to increase the Quality Score (over 8/10) to obtain the lowest cost per click (CPC).
Excluding irrelevant searches and avoiding the overlap of campaign ads (the ad for Dunlop 145 65 R15 Tires should NOT be displayed for Dunlop 155 65 R15 Tires) by adding +15,900 negative keywords at the ad group level.
Targeting specific searches (through long tail keywords) that express a high purchase intention and through which conversions are maximizedExclusion of general keywords (example: “winter tires”, “tire offers”) in the case of which the auction was the most aggressive.
Adding at least two text ads per ad group to allow A/B testing
Using dynamic ad inserts and ad extensions to increase CTR
Setting up a Remarketing campaign to reach those who arrived on the site and did not convert, targeted according to the products they were interested in
Cost control at the ad group level depending on the competition on certain keywords
Results
Recording an increase of over 56% in the conversion rate from Google Ads Search
Recording an average CTR of 15.56% and maintaining a competitive position throughout the campaign (Avg. Pos. 2.6).
Maintaining a low CPC by optimizing to increase the Quality Score (average QS 9/10 for 85% of the keywords in the campaign).
Ionut Cirstea Owner AnveloMAG.ro
“I am very satisfied with Today’s services, their strategy is very good, the conversion rate has increased a lot, the costs have decreased, it is exactly what I wanted. I recommend Today’s to everyone who spends their budget without getting the results they expected.”
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