Thinking
It might be time for a paid advertising audit and overhaul.
During a recent audit of a Google Ads account, Public Nectar's experts discovered a major roadblock preventing the financial education company's expansion.
Despite investing over $100k per month on ad spend, the account's strategy was heavily skewed towards branded keywords, severely limiting its potential for attracting new customers and expanding its reach in other markets.
After an in-depth analysis, Public Nectar found key opportunities for improvement and provided a roadmap to supercharge the account's performance and bottom line.
Here's a breakdown of the findings and recommendations.
1 → Laser-Focused Targeting with Audience Signals
One of the biggest issues identified was the lack of audience targeting. The account was not leveraging customer lists, website visitor data, or the "customer match" setting.
To improve this, Public Nectar recommended importing customer lists from the client's CRM, such as lists of users who have purchased specific programs.
"By using audience signals, you're pretty much giving the most relevant audience signal to Google. Google will be able to use this data to find potential customers based on the behaviour signals from users on your customer list."
Senior PPC Account Manager at Public Nectar
By using these lists as audience signals in Performance Max campaigns, Google's machine learning can be empowered to identify the most probable converters.
This laser-focused targeting approach could help this account reach their ideal customers more effectively and drive better results from their ad spend.
2 → Restructure Campaigns for Growth
The account structure was a major obstacle to new customer acquisition. Most campaigns targeted branded keywords, with only the UK campaign targeting non-brand terms.
To drive growth, Public Nectar advised mirroring the non-brand keyword strategy across all locations, increasing the likelihood of attracting new customers. They also recommended isolating search and display campaigns, allowing for independent optimisation of each channel to maximise impact.
This strategic overhaul could help this account unlock new growth opportunities and achieve better results from its advertising efforts.
3 → Overhaul Ad Copy for Relevance and Rank
Finally, the audit revealed glaring issues in the account's ad copy. Descriptions were brief and irrelevant, headlines failed to capitalise on the available character limit, and ad extensions were underutilised.
To tackle these problems, Public Nectar suggested weaving more relevant keywords and USPs throughout descriptions and headlines, a tactic that could elevate ad rank and slash cost-per-click.
They also recommended bolstering site links and callouts with information about programs, FAQs, and trust signals, which would amplify ad visibility and instill confidence in potential customers.
Public Nectar’s experts also stressed the crucial role of completing financial services verification in ensuring ads reach their full potential.
By crafting highly relevant ad copy and providing a better user experience, this account could see click-through rates and conversion rates soar.
Implementing these optimisations could be the catalyst this Google Ads account needs to unlock explosive growth in new customer acquisition and overall account profitability.
That’s what expert-run and optimised email marketing can do.
Don't let your Google Ads account leak money. Book a free audit with Public Nectar today. and let our experts craft a strategic plan to skyrocket your performance.
Strategy Insights
→ Audience is Everything:
Use customer data and website signals to sharpen your targeting and boost campaign performance. Put those valuable insights to work!
→ Structure for Success:
A well-organised campaign structure is the foundation of a thriving account. Align your campaigns with your most critical business goals, like acquiring new customers.
→ Relevance Boosts Ranking:
Generic ad copy is a one-way ticket to obscurity. Craft compelling, hyper-relevant ads and extensions that captivate your audience, improve ad rank, and reduce costs.
→ Leave No Stone Unturned:
Don't settle for a superficial account analysis. Partner with a top-notch agency that will dig deep to unearth untapped potential. With their expert guidance, you'll have a clear path to maximising your account's performance.
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