Digital MarketingTableauUncategorized

AdWords Case Study #1

About Business:  Client is one of the world’s leading manufacturers of home improvement and building products, as well as a leading provider of services that include the installation of insulation and other building products. Also, they deliver exceptionally well-made, stylish faucets and related kitchen and bath accessories that are both beautiful inside and outside

Highlights of the case study

  • Ad average position improved by 58%
  • CPC reduced by 30%
  • Traffic increased by 234%

Challenges with the account:

  • Driving quality traffic over a client website in generating quality leads for business.
  • Maintain the top position in Google search results, while reducing the cost per click (avg. cpc)
  • A lack of granularity in campaign set up with poor performing keywords/adgroups affecting overall campaign performance.

Solutions

  • Analytics: Technology adoption and device usage report helped XYZ to target different devices across different geographies thus optimizing costs while maximizing transactions.
  • Audience: XYZ insights tool, using technology adoption and device usage report helped arrive at the ideal device mix based on the target audience.
  • A/B Testing: XYZ ads optimizer tool constantly maintains top 3 position for best performing ads. By developing relevant ad messaging, the client could achieve a steadily increasing inflow of potential customers.

Results:

  • The client received the quality of leads and traffic, while Avg. CPC reduced by 30% i.e. from INR 9.53 to INR 6.76,
  • Ad position improved from 4.3 to 1.6, within 6 months of campaign launch.
  • Click volume increased by 234% while retaining the top three ad position
Avg. CPC
Avg. CPC improved by 30%
Avg. Position
Avg. Ad position improved from 4.3 to 1.6

Clicks Trend

Click volume increased by 234%

Above visualizations have been done using Tableau Software. If you need any help and support regarding Tableau dashboard development, please connect with me at deepak91g[at]gmail[dot]com