Background
Company: Designer Blinds and Plantations
Industry: Blinds and awning installers
Locations: NSW and Queensland, Australia
Designer Blinds and Plantation is a premium provider of custom blinds and awnings across Australia. Brad, one of the owners and directors, reached out for assistance due to suboptimal conversion rates from their Google Ads campaigns. Despite the high potential of converting inquiries from Google (with conversion rates between 50% to 80%), their efforts to manage the ads internally had not been yielding satisfactory results compared to other marketing strategies they had in place.
Initial Challenges
- Low Conversion Rates: Despite the high potential of inquiries converting into jobs, the actual conversion rates were not meeting expectations.
- Inconsistent Campaign Performance: The performance of the Google Ads campaigns varied significantly, lacking a structured approach to handle different periods and market segments.
- Under-optimized Landing Pages: Existing landing pages were not effectively converting traffic into leads or calls, hindering overall campaign performance.
Strategy Implementation
To address these issues, a comprehensive strategy was implemented. This included several detailed steps:
- Campaign Setup and Structuring:
- Research and Keyword Planning: Extensive keyword research was conducted to identify high-performing keywords relevant to the services offered. Tools such as Google Keyword Planner were utilized to find keywords with high search volume and low competition.
- Campaign Segmentation: Over 10 campaigns were created, segmented by different times of the year (e.g., seasonal promotions), service sectors (e.g., residential vs. commercial), and geographic areas across Australia. This ensured that each campaign could be tailored to specific audiences and their unique needs.
- Ad Group Organization: Within each campaign, ad groups were organized based on specific themes or product categories. This allowed for more precise targeting and ad relevance.
- Ad Copy Development: Multiple versions of ad copy were created for A/B testing. This included varying headlines, descriptions, and call-to-actions (CTAs) to determine which combinations yielded the best performance.
- Creating Optimized Landing Pages:
- Design and User Experience: New landing pages were designed with a focus on user experience, ensuring they were visually appealing and easy to navigate. Key elements included clear headlines, concise and persuasive content, high-quality images, and strong CTAs.
- Form and Contact Optimization: Forms were simplified to reduce friction and increase completion rates. Additionally, prominent contact information and clickable phone numbers were included to encourage direct calls.
- Mobile Optimization: Given the increasing use of mobile devices, all landing pages were optimized for mobile viewing to ensure a seamless experience across all devices.
- Ongoing Optimization and Management:
- Performance Monitoring: Regular monitoring of campaign performance was conducted using Google Ads and Google Analytics. Key metrics such as click-through rates (CTR), conversion rates, and cost-per-conversion were tracked to assess the effectiveness of the campaigns.
- Bid Management: Bidding strategies were adjusted based on performance data. For example, during peak seasons, bids were increased for high-performing keywords to maximize visibility, while during slower periods, bids were optimized to manage the budget effectively.
- A/B Testing: Continuous A/B testing of ad copies and landing pages was performed to identify the most effective variations. Insights gained from these tests were used to refine and improve campaign elements.
- Keyword Optimization: Keyword lists were regularly reviewed and updated. Negative keywords were added to prevent ads from showing for irrelevant searches, and new high-performing keywords were incorporated to enhance targeting.
- Budget Optimization:
- Seasonal Budget Allocation: The budget was allocated strategically based on seasonal trends and historical performance data. This ensured that more resources were available during high-demand periods while optimizing spend during quieter times.
- Geographic Budget Allocation: Budgets were adjusted based on the performance of different geographic regions. Areas with higher conversion rates received increased budget allocation to maximize returns.
- Use of Advanced Features:
- Ad Extensions: Various ad extensions (such as site links, callouts, and structured snippets) were utilized to provide additional information and improve ad visibility.
- Remarketing: Remarketing campaigns were set up to target users who had previously visited the website but did not convert. Customised ads were shown to these users to encourage them to return and complete their purchases.
Outcomes
After managing the campaigns for over 18 months, significant improvements were observed:
- Increase in Conversions: Monthly conversions from Google Ads increased to 300-450, marking a 166.67% increase since the start of the new strategy.
- Sustained Performance: The campaigns maintained high performance through continuous optimisation, even during quieter months.
- Time Investment: Around 15-20 hours per month were dedicated to monitoring and adjusting campaigns, ensuring they remained effective despite the dynamic nature of the Google Ads platform.
Ongoing Efforts
To maintain and further improve the success of the campaigns, we continue to:
- Monitor and Optimize Performance: Daily and weekly reviews of key performance metrics ensure the campaigns are performing at their best. Adjustments are made as needed to maintain high conversion rates and ROI.
- Adapt to Seasonal Trends: Continually adjust campaign strategies based on seasonal trends and market demand to optimize budget allocation and ad spend efficiency.
- Conduct Regular A/B Testing: Ongoing A/B testing of ad copies, landing pages, and CTAs to identify and implement the most effective elements.
- Expand Keyword Lists: Regularly update and expand keyword lists to capture new trends and opportunities, ensuring the campaigns stay relevant and competitive.
- Enhance Landing Pages: Continuously refine landing pages to improve user experience and conversion rates, incorporating feedback and new design trends.
- Leverage Advanced Features: Utilize new Google Ads features and updates to stay ahead of the competition and maximize campaign effectiveness.
- Provide Detailed Reporting: Deliver comprehensive monthly reports to Brad and his team, outlining performance, insights, and recommendations for future improvements.
- Stay Updated with Industry Changes: Keep abreast of changes in Google Ads policies, algorithms, and best practices to ensure the campaigns remain compliant and optimized.
Conclusion
The case of Designer Blinds and Plantation demonstrates the effectiveness of a well-structured and optimized Google Ads strategy in significantly improving conversion rates and overall campaign performance. Continuous optimization and adaptive strategies are crucial in maintaining these results, highlighting the importance of preparation, discernment, judgment, collaboration, curiosity, and self-confidence in digital marketing initiatives.
“We are absolutely thrilled with the results we have achieved through our collaboration with Why Digital Their super responsiveness and quick action ensured our campaigns remained effective. Over the last 18 months, their ongoing management and willingness to help with all aspects of our business, such as creating content for social media etc, have made them an invaluable partner. Their detailed monthly reports, proactive approach. Partnering with Why Digital has been a game-changer for our business, and we highly recommend their services to any business looking to maximize their digital marketing efforts.”
— Brad, Owner/Director, Designer Blinds and Plantations
