130% Increase In Conversion Rate In 3 Months For High-End Loudspeaker Manufacturer

The Client: Kudos Audio

Kudos Audio isn’t your typical speaker manufacturer. With decades of experience in live sound and reproduction, they craft loudspeakers that bring a magical touch to your music. Using custom-made components unique to Kudos, each speaker is hand-assembled in their North East England factory.

The Background

Kudos Audio began working with SMEketing in January 2020, introduced by Chelsea Hinton from the Hinton Collective, a personalised branding and marketing solution provider. Chelsea has been in the marketing industry for 15 years and her approach is hands-on, flexible, and cost-effective.

“Victoria has been managing my clients’ Google Ads for several years. She is very knowledgeable and always looking for ways to improve the performance of campaigns. I highly recommend Victoria and her services.”

Chelsea Hinton

Challenges Faced

Lack of Optimisation

When we first took over the account, several key elements were missing. For instance, Google Analytics wasn’t connected to the Google Ads account, which is a critical oversight. Without Analytics, you’re basically operating in the dark. You don’t know what users do after clicking your ads, so you can’t assess the quality of the traffic you’re paying for.

The ad copy across various ad groups wasn’t optimised and failed to engage the target audience. This led to a situation where competitor ads overshadowed Kudos’ offerings, resulting in a lacklustre click-through rate (CTR).

Ineffective Targeting

When we looked at device-level data, we found that a disproportionate amount of clicks were coming from mobile users. Normally, this wouldn’t be an issue, but Kudos found that their high-quality enquiries mainly came from desktop users. There were no bid adjustments at the device level to address this imbalance.

Demographic targeting was another overlooked area. Kudos had a clear idea of their target audience’s demographic profile, but this wasn’t reflected in the Google Ads settings. As a result, ads were displayed indiscriminately, diluting the potential for quality leads.

Keyword Issues

The existing keyword strategy was scattershot at best. Kudos was bidding on a wide range of keywords without focusing on those most relevant to their unique offerings. This generic approach led to increased ad spend without a corresponding boost in lead quality or conversions.

Strategies Implemented

Precise Targeting

One of the first things we did was implement device-level bid adjustments. By reducing bids for mobile and increasing them for desktop, we made sure the ads reached people more likely to make an enquiry. This data-driven strategy significantly boosted the quality of incoming leads.

For demographics, we added large negative bid adjustments against age groups that were not part of Kudos’ target audience. We also made a -80% bid adjustment against females as the analytics indicated that the majority of Kudos’ target audience were men.

We also introduced geographical targeting. Instead of casting a wide net over the whole of the UK, we zoomed in on areas within a 30-mile radius of each of Kudos’ retailers. This reduced wasted ad spend on clicks from locations where Kudos couldn’t actually make a sale, improving overall ROI.

Keyword Audit and Campaign Restructuring

We did a deep dive into the existing keywords and removed those that didn’t align with Kudos’ offerings. We then revamped the entire campaign and ad group structure to ensure that each keyword had its own targeted ad copy and landing page. This helped to resolve the problem of keyword overlap and to improve Quality Scores, which in turn led to better ad ranks and more impressions.

Remarketing Campaign

A remarketing campaign was a no-brainer for a high-end brand like Kudos. People considering a purchase of high-quality audio equipment often take their time to decide. Remarketing allowed us to stay top of mind and bring those potential customers back when they were ready to make a purchase. We leveraged the display network’s lower CPCs to achieve a large number of conversions at a very cost-effective rate.

Results Achieved

Before (Dec 2021)

• Conversions: 11
• Conversion rate: 7.14%
• Average CPC: £0.38
• CTR: 4.09%

Kudos Audio December 2021

Three Months In (Mar 2022)

• Conversions: 23
• Conversion rate: 16.43%
• Average CPC: £0.43
• CTR: 6.11%

Kudos Audion March 2022

One-Year Comparison (Dec 2022)

• Conversions: 63
• Conversion rate: 15.63%
• Average CPC: £0.44
• CTR: 5.79%

Kudos Audio December 2022

Conclusion

By fine-tuning the account and focusing on strategic targeting, we not only increased conversions but also improved the conversion rate significantly. The case of Kudos Audio perfectly illustrates how our 90-Day Growth Generator system can turn Google Ads into a high-performance lead generation machine. This is another example of our commitment to delivering on our key promises: efficient growth, improved lead quality, and a true partnership with our clients.

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