This is an overview of the work that Intellemo delivered for Neetprep.com and the remarkable results that were achieved. Confidential Client data has been masked deliberately.
(Click Through Rate)
(Cost per Click)
(Cost per Lead)
We increased the CTR of Search Ads by 156% while lowering the Avg. CPC. It was highly challenging as normally CTR decreases when Avg. CPC is decreased as average position falls too. This was done by using Single Keyword Ad Group (SKAG) structure with multiple relevant ad copies.
While maintaining the average position, we could decrease the Avg CPC by 73%. This was done by relevant query targeting, automated bidding and relevant landing page creation.
Within a few months, we could improve the account by decreasing the cost per conversions (CPL or Cost per Lead) by 57% while even increasing the lead volume and maintaining the lead quality.
While decreasing the CPL by 57%, it was ensured that both Lead Volume and Lead Quality were also improving. So, it was a double benefit for the company.
This combines Google Sheets and AdWords Scripts to modify bids using certain rules on basis of data. A full-blown machine learning based model for bidding is being created. Automated Bidding in action. It changes bids for 1000’s of Keywords everyday on the basis of past performance.
This is done using Google Optimize. It is very powerful for A/B Testing, Multivariate testing, and even Personalisation. See Google Optimize A/B Testing in action (confidential data blurred)
Any performance improvements can be achieved only when the levers that drive that performance are measured accurately and regularly. So, reporting automation becomes really important. We track all the metrices of Google AdWords and Google Analytics through API on Google Sheets. Also, the data is sent every morning on email so that if anything goes wrong/right we are able to take a prompt action.