How we achieved a high conversion rate.
Read the details below to learn about the strategies we implemented to effectively handle a variety of services with different price ranges, ultimately achieving a high conversion rate.
The Goal
In this specific case, the client is a solicitor offering a diverse range of services with varying prices. The overarching objective was to attract more clients, but efficiency was a key priority. To achieve this, we collaborated closely with the client to calculate an average return, conversion rate, and demand for each service. This analysis allowed us to pinpoint precisely where to allocate the Ad spend for optimal results.
Where we started
Targeting
Their services encompass a wide range, emphasising the need for specificity in our Ad groups. This precision enables us to narrow down our target audience and direct them to the most relevant landing page.
Accurate audience targeting involves several techniques. Primary among them is selecting the right target keywords. Additionally, we consider audience segments, location, and timings to refine our approach. We initiate campaigns with a highly targeted focus and gradually expand our customer reach once the effectiveness of our Ads is established.
Evaluate
We initiated with two distinct Ad groups, diligently refining them until we achieved a conversion rate surpassing 4%, which is considered average. Currently, our campaigns boast an impressive average conversion rate of 11%, and efforts are underway to elevate the newer campaigns above the 5% threshold.
While various factors can influence conversion rates, a well-crafted landing page, enticing lead magnet, or compelling core offer can significantly impact results. For this particular case, with an established business with a few years of presence, we only needed to make minor adjustments to keywords and titles within our Ad groups to witness substantial improvements in the conversion rate.
Maximies
Once our Ad group achieves a conversion rate above 5%, we shift our attention to "share impressions share," a crucial Google Ads metric indicating the percentage of our audience reached compared to our potential reach.
This metric serves as our initial indicator when contemplating an increase in Ad group spending. A high percentage suggests effective reach with the existing Ad spend, while a low percentage indicates untapped potential in our audience. In this case, our success allowed for a significant increase in Ad spend, to the extent that we had to set a maximum limit due to the client's capacity constraints.
The results
Ad spend £5175
Conversions 295
Conversion Rate 11%
Cost per Conversion £17
Conclusion
Accurate targeting played a pivotal role in this context, emphasizing the importance of managing people's expectations to prevent disappointment upon clicking the link to the page. This process, known as fulfilling the search inquiry, may seem straightforward, but many businesses struggle to effectively address the customer's problem, leading to wasted time and money.
While our solicitors' target audience often sought quick help or advice, making it easy to market, it's acknowledged that certain services pose greater challenges in terms of marketing. In this case, the focus might need to be turned to what is being marketed instead of how.
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