Find our how Leadvertising Solutions helped an IT service management company to start advertising and drive sales through Google Ads.
Have you been wondering whether it’s worth launching a paid search campaign? Well, if you have not, just bear in mind this is the easiest way to show your potential customers that you exist and you offer a fantastic product/service.
You can start being in front of their eyes overnight. How great is that!
One of our clients achieved a tremendous growth in sales coming from the Google ads account we are managing and I’d like to tell you about it.
INDUSTRY AND TYPE OF PRODUCT
The client is an IT service management company, one of the UK's fastest growing managed IT and cloud hosting providers and it’s also on the stocks market in the UK. When they contacted us they were just about to start their PPC campaigns and were looking for the right person to do this for them. Another client of Leadvertising Solutions referred us to them and here we are 5 months later achieving good results together.
WHY THEY CONTACTED US?
As the company didn’t have any experience with PPC before, they weren’t sure whether they’ll be doing this as an always-on campaign. They wanted to test the water first and decide whether paid search is the right advertising channel for them without being tied down to a long-term contract for paid search services.
We discussed their needs and agreed on terms that suit both sides in terms of handling the account and how much it would cost. Another reason they chose to work with Leadvertising Solutions is that we are flexible with working hours, they count on us to manage their account but also to provide them with a valuable feedback regarding their overall business, including website conversion rate optimisation.
As for every other account, we’ve done the keywords research, looked through the competitor sites, made ad copy propositions and suggested an overall paid search strategy for allocating their monthly budget. If you’d like to know more about the steps we take when we start working with our clients, click here.
After the approval the campaigns went live. And for a long period of time, it was quiet, no conversions. Impressions and clicks were showing that we were on the right track, as the CTR was very good. Time spent on site was an indicator that we’ve got the right users on our site. Traffic through direct and organic channels was straight impacted by launching the paid campaigns. However, for 12 days we had zero conversions.
WERE THERE ANY CHALLENGES?
Our client’s website is in very good condition, user-friendly and mobile optimised. What is challenging though is that usually, the type of product they have takes a long time from the first user click to the actual conversion. The user journey consists of 3 different phases, which have to be taken into consideration when building the PPC strategy:
1st Phase: They first go through a research phase, where it’s important for us to be visible. à Here you’re supposed to be patient as you’ll be seeing many impressions and not as many clicks and conversions, but the exposure is important. How else would the user find out about you.
2nd Phase: When users go to next phase – selecting a few products/companies to compare. à If you’ve done a good job on creating and optimizing your website after we’ve gotten the right users to your website, they’ll include you in their shortlist of selected options for purchase.
3rd Phase: They are comparing available prices for the product they’ve chosen and they convert. à Even if you have an amazing product, great website and maybe some positive reviews already, it is still possible to not get the client to choose you at the end. Looking for maybe cheaper options or products on promotion, users can easily get tricked into buying your competitor’s product. That’s why we always encourage our clients to call out any time of promotion, discount or anything for free, which we can mention on the ads. This will get the user’s attention every time they are comparing similar products like yours.
WHAT DID WE ACHIEVE?
Implementing as many ad extensions as we could, targeting an audience as narrow as possible to make sure we’re driving the right traffic to the site justifying the limited monthly budget, we managed to start driving conversions. Happy ending story, the client decided to continue being present on Google ads and work with us.
If you are interested to find out how we can help your business start advertising online or improve your current accounts, get in touch. You can also check our blog regularly for more example case studies like this one. The initial consultation is for free, as well as the account audit.
Your Leadvertising Team