Plummers Disposal Service has a high level of competition throughout West Michigan. Being a seasonal service makes it even more essential to capitalize on each touchpoint with potential customers.
In order to ensure relevance, we dug into high converting keywords, low converting keywords & missed keyword…
opportunities from preexisting Google Ad campaigns. Utilizing Google Analytics helped us understand user behavior & trends in the path to conversion by service type offered. Within these trends, we were able to identify opportunities where we could lessen user clicks needed to convert which enhanced the user’s experience.
Once we understood the keywords, high & low converting, we created new campaigns & ad groups. Furthermore, we applied our keyword findings to enhance onsite SEO which increased the number of auctions the campaigns we were in (impressions.) In applying these finding both onsite and off, the relevancy of our ads increased lowering the CPC. Logically this caused the gap between the number of impressions & clicks we earned to lower which, from a mathematical standpoint, naturally increased the CTR.
- Impressions: +18%
- Clicks: +40%
- CPC: -56%
- Conversions: +30%