Google Adwords Case Study

As the client’s agency, it was our objective to optimise all campaigns for conversions and lower the overall CPA.If we were unable to achieve this objective, the client’s plan was to allocate all of Bing’s budget into their Google Ad Words account.This isn’t always a successful approach, but based on the condition of the account and the lack of quality historic data to use, we considered it a good starting point.

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You’ll notice the fluctuations in the performance throughout the trial followed similar paths across the two networks with the exception of day 21-25 and day 31-35.

This highlights how similar the campaigns were in terms of their set up.

Most PPC managers will have accounts they look after where this is apparent.

However, it was the magnitude of the difference in the results that was so surprising.

Now that mobile has surpassed desktop in the number of searches, there’s pretty much no business left that can ignore it.

We took over the account in October and in just 90 days, we more than doubled the amount of qualified traffic (blue line) coming to the site from paid search while simultaneously spending half as much per visitor.

Although these hurdles are sometimes difficult to overcome, it’s important that advertising on Bing/Yahoo is strongly considered, and hopefully this case study will highlight some of the reasons why.

We started working with a client in May 2016, who were looking to make their Bing advertising more economical, as they were sceptical about how beneficial it was.

However, it was the conversion rate when users were on the site where the differences became apparent.

Users of Bing resulted in a conversion rate of 8.78% compared to traffic from Google which had a much smaller rate of 5.96%.


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