In March 2019, I was approached by Snapmed to help them improve the results of their Google Ads campaign, as they were currently losing money on ads due to a high CPA.

Results

I was able to drastically reduce the CPA before the end of March, and by April the CPA had decreased by over 54%, and the number of conversions had more than doubled.

The performance decreased slightly throughout May through a slight lowering in the conversion rate. But the CPA was still well under 200 NOK when the February starting point was at 350.

Scope of improvements

Quick overview of the work I did to boost the performance of their Google Ads campaign:

• I restructured the campaigns into Single Theme Ad Groups to improve ad relevancy.
• I created new ads in these ad groups that included relevant keywords and sales appeals to maximize ad relevancy and conversions.
• I moved away from automatic bidding as it wasn’t able to work effectively with the limited budget and clicks/conversions (did an A/B test during March where manual bids outperformed by a significant margin)
• I trimmed significant fat in the form of disabling underperforming keywords and creating negative keyword lists.

If you want more details or to go over the data set in Looker Studio, contact me.