After the correct measurement of the websites with Google Analytics, the Reference was asked to set up a bilingual Google AdWords campaign for Belgium. This campaign was mainly aimed at introducing more relevant leads. When the media budget allows it, brand awareness is also an important goal.
- Quality scores: are our ads relevant to the person who is searching?
- Visitors: more visitors for the same budget?
- Conversions: what are visitors actually doing on our site?
- Budget: is our budget being used efficiently?
- Reach: how can we better reach our audience?
ResultsTo gather the necessary data in a controlled way and thus guarantee conversions and qualitative visitors, we have raised the media budget of the search campaign gradually as the optimizations were performed. After three months we could present spectacular AdWords results.
Currently 8.8% of AdWords visitors perform the desired actions on the site. Thus AdWords bring no less than 65% of all leads to Aterno! The cost per conversion has decreased by 22%. All this is accompanied by a positive evolution in the way the visitors use the site: 16% more new visitors, 20% more pageviews per visit and a decrease of 33% in the bounce rate.
Quality of the visitorsIt is important that the focus of the campaigns is mainly on new leads: more than 80% of the conversions are the result of generic keywords (eg "electric heating"). This makes the challenge much larger: generic keywords come with a higher cost per click because of the higher degree of competition. Nevertheless, the average cost per click has decreased by 6%!
Brand versus genericGetting great results with brand-related keywords (eg "Aterno heating") is not difficult: the visitor is already interested in the product and the cost per click is much lower due to little or no competition.
The average CTR (or relevance of the ads) at 11.7% remained stable over the whole period, as did the guaranteed top 3 positions in the search results.