Google Ads strategy cuts wasteful ad spend 44%

The Problem

By opting for a Google-created Google Ads account, the client relied on the platform’s automated conversion tracking to establish and define their conversions. Given their large PPC budget, they were spending money for a high volume of conversions which, at first glance, seemed like positive metrics. However, fewer than 1% of those conversions were meaningful.

The Solution

To remedy the high conversion fallacy, we needed to clearly define conversions that were meaningful to StandFast TRAM’s business, and then set up appropriate tracking to closely monitor those conversions.

Why it Works

One of the issues with Google-created accounts is that they use automation to dictate a company’s paid ad strategy. This can prove problematic, as it did for StandFast TRAM, when the conversions are ill-defined or irrelevant to a company’s business goals.

On the surface Google-created accounts can look like they’re performing well and producing a high volume of conversions. But in reality, those conversions won’t translate to sales if they’re poorly defined. In this case, the account was essentially set up to spend a lot of money for clicks, but not assure that those clicks generated real leads.

The Problem

The account was set up to target a wide audience by bidding on a broad range of keywords. In doing so, they spent a lot of money serving a high volume of ads which failed to reach qualified potential customers.

For example, we found that broad keywords targeting prevention of industrial truck falls were serving ads to irrelevant queries for Niagara Falls and other waterfalls.

The Solution

We created a comprehensive negative keywords list to avoid serving ads to unqualified customers, and in turn, eliminated wasteful ad expenditures. We further narrowed their bidding strategy to better target audiences inclined to convert using phrases like “tanker truck safety” etc.

Why it Matters

When a company relies on the automated account created by Google, there isn’t always nuanced audience targeting. As a result, businesses can spend much more than they need to because Google serves their ads to unnecessarily broad and unqualified audiences based on generalized keywords. The more focused a keyword strategy, and the more comprehensive a negative keywords strategy, the better targeted and effective a campaign will be.