The company name is not disclosed due to the NDA. The company sells solar panel installation services in the United States.
Objective: to improve the effectiveness of search campaigns
Work plan
Settings Setting up conversion and remarketing audience tracking (Google Ads and Google Analytics)
Market and Competitor Analysis
Collecting semantics for search campaigns
Development of ad variants for testing
Preparation and launch of search campaigns
Optimization of active campaigns for KPIs set by the client
Implementation.
The solar panel market is actively developing in the United States. Today it can be called highly competitive. For this reason, the CPC for the search network is very high. In order to stay within the established KPIs, it was decided to significantly narrow the coverage and leave only those keywords for which the CR was high enough.
The campaigns that had been running in the account before were ineffective and poorly configured. They were disabled and new ones were launched instead.
*The specified period is 8 months (weekly); campaigns were stopped due to internal changes at the client
The number of conversions increased 49 times. The cost per conversion was 44% of the set KPI.