About the company
The client is a leading provider of self-service used auto parts, operating a network of salvage yards across multiple locations in the United States. The company specializes in offering a cost-effective and environmentally friendly solution for individuals and businesses in need of quality, recycled car parts. They also operate a junk car buying business, providing individuals with a hassle-free solution for selling their unwanted or end-of-life vehicles.
Account budget
$10,000 per month for search campaigns
Challenges
Insufficient Phone Call Volume:
The client expressed a strong desire to increase the volume of phone calls generated through their Google Ads campaigns. They recognized the importance of phone inquiries in driving sales and fostering customer engagement, but their existing campaigns were not yielding the desired level of call traffic.
Low Conversion Rate and High Cost Per Acquisition (CPA):
Despite driving traffic to their website, the client faced challenges in converting this traffic into tangible business outcomes. The conversion rate was good, but lower than desired, resulting in a high cost per acquisition (CPA). This discrepancy between traffic volume and conversion rate was hindering the client’s ability to achieve a satisfactory return on investment (ROI) from their advertising efforts.
High Cost-Per-Click (CPC):
Although CPCs were not excessively high, the client still aimed to achieve lower CPCs to optimize their advertising budget. They sought a solution to reduce CPCs while simultaneously enhancing the overall effectiveness of their campaigns.
Steps taken
Budget Allocation Management:
Effective budget allocation management played a crucial role in addressing the client’s concerns and optimizing campaign performance. We conducted thorough budget analysis and optimization, reallocating budget towards high-performing campaigns, ad groups, and keywords while deprioritizing underperforming areas. By leveraging data-driven insights and performance metrics, we ensured optimal utilization of the client’s budget, maximizing the impact of their advertising investment and driving improved campaign outcomes. This strategic approach to budget allocation management helped the client achieve greater efficiency and effectiveness in their Google Ads campaigns, contributing to overall campaign success and ROI.
Phone Call Optimization:
To enhance phone call volume, we optimized ad extensions and call-only campaigns, ensuring prominent display of the client’s contact information across all relevant ad formats. Additionally, we refined keyword targeting to capture high-intent search queries likely to result in phone inquiries, thereby increasing the likelihood of generating valuable leads through phone calls.
CPC Reduction Strategies:
To combat high CPCs, we implemented a multi-faceted approach involving keyword optimization, ad copy refinement, and bid adjustments. By conducting thorough keyword research and analysis, we identified opportunities to target less competitive yet highly relevant keywords, thereby reducing bidding competition and lowering CPCs without compromising campaign effectiveness.
Ad Performance Monitoring and Optimization:
Continuous monitoring and optimization of ad performance played a crucial role in addressing the client’s concerns. Our team leveraged advanced analytics and A/B testing methodologies to assess ad performance, refine ad copy and creative elements, and maximize campaign effectiveness. By closely monitoring key metrics such as click-through rate (CTR), conversion rate, and cost per conversion, we were able to identify and capitalize on high-performing ad variations while mitigating underperforming ones.
RESULTS:
Campaign metrics after 6 months
