We acquired a company in the automotive sector as a customer, whose Google advertising was previously managed by another advertising agency. The advertising was already performing exceptionally well with a 5.24% conversion rate, meaning one out of every twenty visitors was contacting through the website's contact form.
Despite the high starting point, we were able to significantly enhance the advertising. Here are the steps taken by Nostamo:
The advertising account was completely rebuilt, implementing Nostamo's developed Alpha/Beta/Gamma account hierarchy.
The advertising targeting was refined: ads were showing too much on poor keywords, and good keywords were not emphasized enough.
Google's automated settings were disabled, and adjustments were made manually.
Advanced features, including solutions based on Google's machine learning, were implemented.
While building the account, we naturally leveraged the data accumulated from previous advertising efforts.The result was an immediate 81% increase in conversion rate after the first month. Previously, one out of every twenty visitors made contact, but after our changes, the proportion of contacts was nearly a tenth (9.51%) of all site visitors!
Previously, one contact cost 20.25 euros. After our changes, the cost per conversion dropped to 8.27 euros after the first month and further down to 7.56 euros after the second month. Less than 8 euros is an exceptionally low cost per lead, especially for such a high-margin service.
The company saw a concrete benefit as well. Inquiries coming through the website increased by 203.4% - meaning the company obtained three times more leads with the same budget compared to before.
Other key metrics also showed significant improvement. For example, the click-through rate, which was previously 2.08% (click-through rate indicates the percentage of people who clicked the ad after seeing it - for example, with a 2% click-through rate, two out of a hundred people who saw the ad clicked it). After the changes, the click-through rate rose to 5.38%, a total increase of 158%! A high click-through rate indicates that the ad is appealing - meaning it is targeted to the right audience and its text resonates with the viewer.
All of our advertising packages include continuous optimization, so we are certain that the account can be further improved over time.
