PPC in online sales: advertised cheaper by 85%

Roman Smith • 6 February 2020

PPC in online sales: advertised cheaper by 85%


So let's take one PPC campaign and use the example of its promotion to show how you can reduce the cost of the lead by almost 85%. This strategy allowed us to save a decent amount of money on advertising and significantly increase leads over the course of a month.


Would you like to know how we did it?


Now we will use a specific example to describe the strategies that helped us achieve success with a specific campaign, as well as share with you how to use these methods when creating and developing advertising campaigns on the Google Ads PPC platform.


Action field


So, our client is engaged in the implementation of specific home products of high quality, the price of which starts from ~$5k+, which means that we are dealing with a promising direction.


The Internet platform is a kind of online store that sells a number of products. That's why its customers come not just for shopping, but also for competent advice, in order to choose the best products.


So, representatives of this store were interested in reducing the cost

the cost of the lead, increasing the number of leads, as well as their quality.


The incredible, explosive potential of Google Ads



It is experimentally proved that this platform is the most effective in terms of advertising. But at the same time, working with it is the most difficult.


It goes without saying that the only thing Google wants from you is to get the maximum profit from you. However, it does not have to provide ROI at all.


....And then we enter the arena.


And the first thing we do is check the account.


What we are interested in…:


The current state, in order to understand the health of the entire campaign.

First of all, we are interested in the status of the conference and the account, whether or not it contains errors that affect the quality of conversions.

Based on our rich experience, we can safely say that any campaign has parameters that can be improved.

That's why we study the history of the campaign in detail, up to the moment when we started working with it.


So, it immediately becomes clear that the cost of the transition is only equal to  

0.34%, which is a negligible amount. In addition, the price of one transition is unreasonably high.


Therefore, we had to take several urgent steps to resume this campaign.


Try to find out what your money is being spent for. Proper allocation of funds is the key to building your campaign correctly.


Without this, you will not understand the efficiency and effectiveness of your advertising campaigns, and therefore will not be able to manage them effectively.


However, if you don't have a clue how to set up ad campaigns correctly, you won't be able to do it correctly, or even set them up to work.


So, in our advertising campaign, or rather the account associated with it, such options as "all page views" were included, as well as other options, among which was "counting each conversion". As a result of the fact that they were configured incorrectly, the report got a lot of incorrect data. And such false reports were filed for a long time.


For example, if you enable the "count every conversion" option, if you click on an ad once and register three times, the system will set off three leads, although only one lead actually took place. This is useful for purchase conversion projects and harmful to the lead generation.

"Look, it's full of traps like this."


How did we fix this:


We created unique triggers, as well as tags in the Google tag Manager. Now it provided data to Google Ads as well as Google Analytics.


It was decided to use the Google tag Manager to work with all accounts. This allowed us to get comprehensive information and sort it by the parameters we are interested in.


Thus, this solution made it possible to effectively monitor the situation and respond quickly in case of any problems. To do this, we only used one tracking code from the Google tag Manager, placed on the pages of our site.


Increase CTR with optimized ad groups and ad copy


Google Ads allows you to create so-called “ad groups " that include sets of keywords. You can place bids on these words and copy the ad. This copy will be shown to users who entered certain keywords in the search.


When a person searches for keywords, they want to find an answer to a specific question, find a solution to it.


However, the appearance of General-topic advertising in this case will not satisfy his request, which means that the cost of advertisers will be higher, which can not be said about CTR (click-through rate), which will not show growth.


When researching our account, it became clear that a number of ad groups had the same universal text.


Everything would be fine, but the problem was that the universal text did not display differences between different products, could not highlight their advantages or unique characteristics.


In this case, we decided to make the following changes: write new ad texts containing titles, descriptions, and the exact occurrence of the seed keyword in all texts.


This was the right decision to make a qualitative change in the advertising campaign, because it was based on the user experience.


Who among advertisers is interested in users who are looking for "oil change next to me" to see an ad for "body painting"?


That's right, no one needs it. This means that you should not expect high-quality transitions from such advertising.


Practice has shown that this change has produced high-quality results. The assessment of ad relevance has increased. In addition, the user interface has improved in terms of seamless search.


As a result, these optimization actions have already borne fruit at the end of June 2019.


Thus, the above strategies have reduced the cost of conversion by a little more than 40% from the very beginning.


However, this is not the end.


Increase conversion through landing pages


In order to launch a profitable campaign, you should develop a multi-purpose strategy. As a rule, this is something more than the account settings, but also the actions taken after clicking on the ad.


The main problem, in our opinion, is that the user tries to direct traffic to their web resource without optimizing this site for the number of leads that they plan to get.


Let's say you have a site that leads to. But it contains a lot of distracting elements: navigation, content, and most importantly, it is not clear what actions you expect from visitors.

Therefore, your task is to make the visitors who come to your site an obvious stimulation to the desired action for you and, therefore, it is necessary to remove all other elements that distract from this.


Landing pages


A landing page is a page created specifically for getting clicks after an ad is clicked …


... and its settings and placement can fundamentally change the course of the entire advertising campaign!


The purpose and main characteristic of a landing page is its CTA (call to action). A copy of the same web page is centered around the client's avatar, as well as the core of the exact occurrences of keywords that are important for promotion. And there should be no links to other, secondary pages.


In our case, all traffic from the account went to the main page of the site, but there was a lot to optimize to increase conversion and speed.


The goal of our advertising campaign was to encourage users to take immediate action, and for this purpose we created a targeted web page.


This is how the errors were fixed. But there were a couple of details missing to launch the project, so you had to create a special Landing page. 


As a basis, we took one of our brand landing pages, which were supposed to activate traffic to the project. This helped to understand the site's assortment and pricing policy.


To begin with, we came up with a simple and catchy title. Then we carefully worked out the areas of benefits and the call to buy. And all this was placed on a well-designed, cool landing page.


What about the results?


The July results of the checkpoint




By correctly setting up the monitoring and optimizing the campaign using our specific process, as well as making a concentrated landing page, we achieved a reduction in their CPL (transition price) by almost 85%!


Thus, if the number of leads is the same as in July, and the cost is the same as in April, our costs would be $12,896, not the $1,820 that we invested.


But we are not going to stop there either.


Now we manage the process every day and optimize it. We have developed a lot of strategies. And we will use them to develop the campaign, because the amount of data continues to grow.





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