The Problem

The company (a popular brand, which I will not disclose) was facing higher-than-desired costs per click (CPCs) and lower click-through rates (CTRs), resulting in less qualified traffic and higher customer acquisition costs (CAC). My responsibility was to enhance the PPC campaigns in order to reduce the CPC, boost the CTR, and guarantee higher quality traffic that would lead to more conversions.

The Task

Though the objective was clearly stated, but was tasking:

1. First, to conduct in-depth keyword research and identify high-performing, cost-effective keywords.

2. Optimize ad copy to improve relevance and appeal, increasing CTR.

3. Implement A/B testing to refine ad performance.

4. Target and retarget the most relevant audience segments.

5. Monitor, analyze, and adjust campaigns to sustain and improve performance.

Action Taken

Here is the detailed step-by-step approach I implemented:

Step 1: Keyword Research

Tools Used: Google Keyword Planner and SEMrush.

Actions Taken:

I started with by conducting extensive research using Google Keyword Planner to identify high-volume, low-competition keywords that were relevant to the business.

• Utilized SEMrush to analyze competitors’ keywords, focusing on long-tail keywords that were less competitive but more likely to convert.

• Segmented keywords into different ad groups based on themes to ensure better targeting and relevance.

  
  

  Metrics:

• Target Keywords: Identified 50+ target keywords.

I personally set objectives for myself, which help me determine what Growth means for the campaign while selecting keywords. Any keyword whose CPC is above my threshold is automatically reconsidered.

This background work is crucial for campaign success or failure since core campaign objective is reducing CPC and increasing conversions.

- Keyword CPC: Achieved an average CPC reduction of 20% by focusing on long-tail keywords.

Step 2: Ad Copy Optimization

- Tools Used: Google Ads, SEMrush, Grammarly (for synonyms and word variation check)

Actions Taken:

This stage was perhaps the toughest and critical part of the campaign. I analyzed the performance of existing ads to identify underperforming areas (thanks for Google Recommendation and AI tools).

• Rewrote ad copies focusing on the unique selling propositions (USPs) and incorporating target keywords to improve Quality Score.

• Used emotional triggers and power words in the headlines and descriptions to increase appeal.

• Optimized the ad extensions (sitelinks, callouts, and structured snippets) to provide additional value and encourage clicks.

Metrics:

I always set personal KPIs (the idea is to set a KPI higher than clients'), which allows me in most cases, exceed expectation.

• CTR Improvement: Achieved a 15% increase in CTR across optimized ad groups.

• Quality Score: Improved average Quality Score from 6 to 8, which contributed to lower CPCs. (this was another aspect where I struggled, as client wasted time optimizing its website for mobile as the speed was below benchmark). So, while Ad Relevance was above average, Expected CTR was also above average, Landing page was average. And these three were priority for achieving my objectives. It took two weeks before we could achieve significant landing page increase.

Step 3: A/B Testing

Tools Used: Google Ads

Actions Taken:

This is the fun part, it usually allows me to see what's work and what is not. Either when experimenting on Bidding strategy, or Ad copy. So the following were parts of the actions I had to follow in meeting the KPIs:

1. Created multiple versions of ad copies for A/B testing,

2. Tested different headlines, descriptions, and call-to-action (CTA) phrases to identify the most effective combinations, then

3. Analyzed the performance data over a period of 4 weeks to determine winning variants.

Metrics:

• Winning Variants: Identified top-performing ads that led to a 10% increase in CTR.

• CPC Reduction: Further reduced CPC by 12% by optimizing based on A/B testing results.

  
  

Step 4: Audience Targeting & Retargeting

Tools Used: Google Ads, Google Analytics (GA4)

Actions Taken:

• Defined and segmented target audiences based on demographics, interests, and behaviors using Google Ads.

• Implemented remarketing campaigns targeting users who had previously interacted with the website but did not convert.

• Utilized Lookalike Audiences in Facebook Ads to expand reach to potential customers with similar profiles to existing customers. (This was however remove for budget purposes)

  
  

Metrics:

• Audience Engagement: Increased engagement by 20% through precise targeting.

• Conversion Rate: Improved conversion rate by 18% through effective retargeting.

Step 5: Continuous Monitoring & Optimization

Tools Used: Google Analytics, Google Ads, Microsoft Clarity and Customized Google Sheet

Actions Taken:

As a data-enthusiastic marketing expert, I set up custom Google sheet dashboards to monitor key performance metrics such as CTR, CPC, Conversion Rate, and Return on Ad Spend (ROAS) in real-time. Overall, the action points were for me to;

1. Conducted weekly performance reviews and adjusted bids, keywords, and ad copies based on data insights.

2. Implemented automated rules in Google Ads to pause underperforming ads and increase bids for high-performing ones.

Metrics:

• Sustained CPC Reduction: Maintained a 25% lower CPC on average.

• Continuous CTR Growth: Achieved an average CTR increase of 20% over six months.

• ROI: Improved overall campaign ROI by 30% through sustained optimization efforts.

Continuous Improvement Plan

1. Weekly Reviews:

- Conduct weekly audits of ad performance.

- Adjust bids, keywords, and targeting based on the latest data.

2. Monthly Strategic Adjustments:

- Perform a deep dive into monthly performance metrics.

- Adjust overall strategy based on trends, seasonality, and market shifts.

3. Quarterly Reporting:

- Prepare comprehensive reports for stakeholders.

- Re-align campaign goals based on quarterly performance and business objectives.

4. Ongoing Testing:

- Continuously implement A/B testing for new ads, landing pages, and CTAs.

- Experiment with new keywords, audiences, and ad formats to discover new opportunities.

Result

By following this comprehensive, data-driven PPC campaign strategy, I successfully achieved a lower CPC (-20%), higher CTR (+18%), and better-qualified traffic, which led to improved overall campaign performance. The continuous monitoring and iterative optimization processes ensured sustained success, allowing the campaigns to adapt and thrive in a dynamic digital environment.

This approach not only optimized the campaign performance in the short term but also set the foundation for long-term growth and scalability.