Google reigns supreme

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In the world of pay-per-click (PPC), Google Ads marketing is king. Whether your business operates in the B2C or B2B sector, a good Google Ads strategy allows you to meet potential customers at point of search.

However, simply running Google Ads is not enough to achieve optimal results. Each ad group within your account needs to be optimised, utilise the right Google Ads keywords (and negative keywords), include targeting parameters and the compelling ad copy. Just like we did for our client Cameron Homes.

Starting over is a good thing

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On first assessment of Cameron Homes’ Google Ads account, it was apparent that a generalised approach had been used. The setup had overly detailed keywords and the worst part; the account was seeing very little tangible results.

Our digital marketing experts analysed the account and restructured it from the ground up, tailoring it specifically to an audience interested in buying new homes. This involved selecting property marketing specific keywords, refined Google Ads targeting and engaging ad copy designed to engage the target audience.

Prepare for landing… pages

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During the redevelopment stage, we proposed several ad groups, each requiring the creation of bespoke landing pages which were tailored for their unique focus. This step was vital to getting the best return on investment (ROI) and best way to rank with Google.

As a result, we were able to increase the average impression share for the account from 80.90% to an impressive 93.23%.

The takeaway

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For Cameron Homes, our efforts resulted in a massive uplift in clicks and conversions, including increasing the click through rate (CTR) from 11.83% to 18.65%, a 57.65% increase.

With our ad optimisations in place, the first quarter blew the previous year’s total clicks out of the water, topping it by 34.04% in just three months. Beyond the impressive click metrics, the conversions of visitors to the website during the first quarter more than doubled the total for the entire previous year.