145% Increase In Conversion Rate
48% Drop In Cost Per Conversion
Spend Reduced from £30k to £10k
Overview
Socialbear, a global giant in Customer Service and Community Management, encountered issues in their ad performance that significantly affected their ROI. Their monthly spend was way over what they had budgeted for. However, even with this inflated spend, they were struggling with low conversion rates and high cost per conversion.
SMEketing had previously worked with Socialbear, managing and overseeing their Google Ads accounts, ensuring they were set up with best-practice strategies. Once performing at a high level, Socialbear took back control of their accounts to manage in-house.
When Socialbear became aware of the new issues with their account, they got back in touch with SMEketing and asked us to help them rectify the issues.
Initial Metrics (June 2023)
- Spend: £30,000 (almost double what they were wanting to spend)
- Conversions: 91
- Cost per conversion: £336
- Conversion rate: 6.053%
Challenges
Lack of Proactive Management
The account was essentially running on autopilot. A lack of oversight meant that emerging issues were left unattended, leading to inefficiencies and wasting precious ad spend.
Broken Conversion Actions
The online chat feature, which previously contributed to half of Socialbear’s conversions, had malfunctioned. This failure left a gaping hole in their conversion strategy, impacting the overall ad performance.
Budget Overrun and Poor Conversion Quality
In the absence of the online chat conversions, the account was essentially shooting in the dark, trying to compensate for the loss. This reactive approach inflated the budget and resulted in poor-quality conversions.
The Strategy
Fixing Conversion Tracking
We began by meticulously reviewing all existing conversion tracking systems. The aim was to weed out any duplications or broken actions, ensuring that we tracked only relevant conversions, with nothing missing from this list.
Budget and Bidding Reset
To regain control, we dialled down the budget and reverted to manual CPC bidding. This ‘reset’ allowed the account to regain its footing and helped us gather more accurate data for strategic planning.
Reintroducing Smart Bidding
After the account had stabilised, we reintroduced smart bidding but in a much more controlled manner, making sure it aligned with our revamped tracking and budget strategy.
Landing Page and Ad Revisions
We then reviewed the existing ad copy and revamped landing pages to improve click-through rates, conversion rates, and overall Quality Score.
Results (August 2023)
- Spend: £10,000 (down from £30,000)
- Conversions: 54
- Cost per conversion: £174 (down from £336)
- Conversion rate: 14.853% (up from 6.053%)
Key Takeaways
We were able to increase the conversion rate by 145% whilst cutting cost per conversion by 48%. We were also able to bring the monthly spending right down from £30,000 a month to £10,000 a month.
“SMEketing have supplied us with expert Google Ads strategy, highly recommended.”
Solomon Akhtar, Socialbear Founder
Through strategic adjustments and proactive management, Socialbear’s Google Ads performance has improved dramatically. This case study serves as a testament to the effectiveness of a well-implemented, expert-led Google Ads strategy.
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As a Google Ads agency in Southampton, we are positioned perfectly to help business owners, MDs and sales/marketing managers with their Google Ads. Get started today with our free Google Ads Growth Review!
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Why SMEketing Stands Out
Focused Expertise
For over 15 years, we’ve specialised in Google Ads, placing us in a unique position of mastery. Our singular focus allows us to delve deeper, stay up-to-date with the platform’s latest trends, and leverage our comprehensive knowledge to give your campaigns a competitive edge.
Efficiency and Ownership
We take the reins of your Google Ads account, allowing you to focus on what you do best – running your business. With strategic foresight and proactive management, we optimise campaigns for peak efficiency and maximum return on investment.
Client Relationships
We foster long-term relationships built on open communication, regular updates, and clear reporting. With us, you’re never in the dark about your campaign’s performance.
Result-Driven Execution
Every 90 days, we implement a fresh roadmap tailored to your evolving needs. We keep you updated at every turn with regular check-ins and monthly reports, offering transparency and clarity on your campaigns’ progress and results.
Continuous Optimisation
At the end of each 90-day cycle, we reassess and optimise the strategy, ensuring your Google Ads remain an efficient, powerful tool for driving business growth.
Ready to Turbocharge Your Ads with Our FREE Growth Review?
Consider it your personalised roadmap to Google Ads success.
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We’ll conduct an exhaustive analysis of your current strategy, spotting expensive gaps and eliminating waste, curtailing needless ad spend and Google’s money grabs.
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We then compile a profit-boosting action plan, providing strategic recommendations at zero cost.
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You’ll receive a concrete, step-by-step list of changes aimed at enhancing your ads’ profitability.
Whether you choose to proceed with our services or not, you’ll walk away with valuable insights to drive your business forward.
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