It can be difficult to scale an ad account while lowering costs per conversion at times. Each goal usually requires a unique set of solutions and tactics, which can sometimes clash. In a highly competitive market where you must move quickly, you must sometimes do both at the same time. Here’s how we did it in quarter four.
- Align business goals with conversions tracking
In Q3, we focused on generating self-serve purchases as well as MQLs for the sales team. In Q4, the emphasis shifted to focusing solely on purchases, allowing us to focus solely on this event as part of conversions in Google Ads and apply a more accurate value per conversion.
- Create an account structure that allows for both growth and optimization
To grow and optimize at the same time, we implemented a flexible structure comprised of three distinct campaigns:
- Longtail campaign – We used this campaign to broaden our reach by adding new search terms centered on hot topics, trends, and buzzwords in a technologically innovative market.
- Broad campaign – longtail keywords showed promise? We then added them as broad match types to broaden the reach to other terms with similar meanings.
- Exact campaign – terms with high product market fit that resulted in purchases were added as exacts to maximize impression share.
- Optimize user journey – Keyword -> ad -> Landing pageWe knew we needed to improve the quality score in order to optimize our best performing keywords and get into more auctions at a lower cost per click.
We developed an analysis tool to show us exactly where we should concentrate our efforts for each keyword – do we need better ads? Is it necessary to enhance the landing page experience? Is it necessary to do both?
- Maintain a consistent optimization and communication schedule
This is our optimization playbook:
- Daily – review the results using an automated report that compares our month-to-date data to our goals.
- Weekly optimization:
- Add newly discovered search terms or keywords based on industry trends.
- Remove underperforming keywords and add them as negatives.
- Weekly communication – conduct a thorough analysis and brainstorm with our client about new ideas to test.
By following these strategies and tactics, we were able to achieve impressive results for our SaaS product client in Q4. By aligning business goals with conversion tracking, implementing a flexible account structure that supported both growth and optimization, optimizing the user journey, and sticking to an ongoing optimization and communication schedule, we were able to increase conversions by 3x and lower the CPA by 58%. By staying focused and adaptable, we were able to navigate a competitive market and deliver successful outcomes for our client.