Service: Paid Search Advertising
Background: In an effort to improve the effectiveness of our Paid Search campaigns, we delved into the Content Suitability settings of Google Ads. Historically, our ads were being displayed across a wide range of sites, including all apps on Android and Apple Store, parked domains, and gaming sites, which diluted the quality of our impressions and clicks.
Objectives: Our main objectives were to:
- Reduce the number of low-quality sites where our ads were shown.
- Decrease poor quality impressions and clicks.
- Increase the conversion rate and improve the cost efficiency of the campaigns.
Strategy
To address the quality issues in our Paid Search campaigns, we implemented a comprehensive content suitability strategy. This involved:
- Excluding all apps for Android and Apple Store to eliminate irrelevant placements.
- Filtering out parked domains and gaming sites to focus on more quality ad environments.
- Upping the content level to ‘standard’ to tighten the net on site selection.
Results
The implementation of this targeted approach led to significant improvements:
- Impressions decreased by 30%, successfully filtering out the volume of undesirable impressions.
- Conversion rates increased by 150%, indicating a much higher quality of traffic.
- Cost per conversion was reduced by 10%, demonstrating enhanced cost efficiency.
Conclusion
The case study clearly demonstrates that fine-tuning Google Ads settings can substantially impact the success of Paid Search campaigns. It’s essential not only to rely on bid adjustments but also to have a deep understanding of account settings to identify and fix leaks. Our strategic changes to content suitability have led to more qualified traffic, better conversions, and overall improved campaign