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Google Ads advertising setup case for an internet provider

How to increase the number of conversions by 90% while reducing their cost by more than one and a half times

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Input data

Client: Internet provider.

Team: project manager, PPC specialist, web analyst, designer, editor.

Problem: the Internet service provider was experiencing a low season for connections, which resulted in low conversions and high application costs. Previous campaigns were not delivering the desired cost-benefit ratio, and ad performance and bidding strategies needed comprehensive optimization.

Tasks:

Develop a comprehensive marketing strategy to increase the attractiveness of the offer and attract customers.

Optimize search and Performance Max campaigns to maximize the number of conversions.

Optimize bids and direct budget to the most effective advertising campaigns to reduce the cost of conversion and increase performance.

What we did:

We developed a strategy that consisted of a profitable promotional offer, bright design, and short viral slogans.

We updated the advertising in the search network and worked out the message in the ads, which was as attractive as possible for a potential subscriber.

We have created smart search campaigns as well as campaigns with the maximum effectiveness of Performance Max.

We created campaigns on the display network for different audience segments.

We divided the funds between campaigns that are clearly aimed at attracting customers and those that work to raise brand awareness.

Budgets were increased gradually (no higher than 20% per week).

Results:

After comprehensive campaign optimization, we began to receive the first data on advertising effectiveness: conversions increased, traffic became cheaper and more targeted, and budget and ad optimization allowed us to scale results without additional costs.

The number of conversions increased by 90.38%

Conversion cost decreased by 72.34%

Results:

The number of conversions increased by 90.38%

Conversion cost decreased by 72.34%

Conclusions

How successfully contextual advertising can work depends not only on a professionally configured account but also on a comprehensive approach to promotion, including marketing strategy, concept, virality, etc.

We recommend experimenting with new types of campaigns, bidding strategies, ad texts, and images and don't be afraid to optimize your existing campaigns according to the latest recommendations from Google.

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