Everything can be optimised, and there’s not many cases where that’s truer than with pay-per-click (PPC) advertising. In early 2018, we tasked ourselves with a PPC account restructure for KCOM Home, with the aim of increasing clicks and conversions by improving keyword quality, ad relevancy and ad copy.
increase in website visits
decrease in spend
increase in conversions
We started by exporting the best performing keywords from the account, cutting out the non-performers, and then carried out in-depth keyword research to identify all the missed search opportunities.
We categorised these keywords into related terms to become the new ad group structures, with new ad copy written based on the respective ad group keywords.
Ultimately Google wants to provide the best possible experience for its users, so it rewards relevant ads with lower costs and better ad positions. Create an ad as relevant as possible to a user’s search term, and you’re on to a winner.
So that’s basically what we did. The restructure proved successful – we increased website visits by 103% month on month and conversions by 51%, and all for a 23% reduction in total spend.
We continue to monitor and optimise the account daily to help KCOM get the most out of its money, while providing users with the best possible experience of the brand. Simple.
“Pace met our objectives of improving quality score and ad relevancy, while at all times providing clear communication on how the project was progressing.”
Richard Halsall, Digital Marketing Executive, KCOM
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