Case Study: Optimising Online Paid Advertising for PPost
PPost is a Sydney based, website and mobile application that offers a peer-to-peer (P2P), local postal service.
They approached Contevo looking to utilize online paid advertising to take their business to the mass market with a highly targeted and cost-efficient campaign.
PPost’s main pain points were their incredibly high cost-per-click rate (CPC) and very expensive Google Adwords campaign, which was resulting in a low number of website conversions for new customers.
AUDIT AND SOLUTIONS
To understand the process of auditing and implementing solutions, this section is broken down into two sections, featuring the key digital marketing strategies employed; Adwords, Google Analytics and Google Tag Manager.
The Adwords account that was already established was heavily under-performing. While it had basic conversion tracking in place, all of these goals were failing to track any data.
Other conversion tracking goals created had no clear defined purpose (as below). Tracking homepage visits were not providing any actionable insights that would benefit PPost’s strategy.
No clear title or known purpose
To move forward with Adwords, we needed to consider PPost’s budget and how we were going to enhance any efforts. Therefore, it was only linear that we implemented strategic scheduling so that we could leverage the most out of the high conversion period for couriers, being 9am-5pm, predominantly Monday-Friday. In this case, 10% of the budget was removed from both Saturday and Sunday.
An integral aspect of the Adwords campaign was strategically grouping keywords. During the auditing process, it was found that:
- Approximately 40-50% of paid traffic was from low-quality to negative keywordsNegative keywords refer to keywords that may have some relevance to the brand, however, fail to meet the context of the search criteria. For example: ‘Pizza delivery’, ‘free’, ‘Canberra’, and ‘international’ were considered negative as none of these outlined services are provided by PPost.
- A considerable percentage of traffic was generated from people searching competitor brandsAlthough bidding on competitor brands can be effective, it is important that it is managed separately, so the performance of those keywords can be accurately determined. For PPost’s main campaign, the competitor keywords, such as ‘Toll’ and ‘Fast-Track’, were blocked so that the budget was allocated to high-quality keywords only.
- The grouping of keywords was unstructured and sporadic
To create structure for the sets, keywords were allocated to primary, secondary, and tertiary groups. This best practise structure allowed us to closely monitor how effective the ad copy was for the key search term.
When evaluating the ad copy, although the quality was found to be satisfactory, there was still an opportunity for improvement. By split-testing two different ad copy sets, with two contrasting formats, we were able to increase the click through rate (CTR) by over 200%.
Google Analytics and Google Tag Manager
As a result of finding the existing Google Analytics tracking broken and not providing conversion insights, we created a new filtered profile and linked this to Adwords, in order to amend the current state of the analytics configuration.
As there were no definite insights found, Google Tag Manager was implemented to provide detailed insights and goals using Google Analytics event tracking.
The events created included:
- event tracking on outbound links (app downloads goal)
- Form tracking (quote request/completion)
- Account registrations (sign-up & confirmation)
Separating specific goals allowed focus to be applied to the key areas needing optimisation.
By implementing Adwords, Google Analytics and Google Tag Manager, the following results were achieved for PPost by the end of the six week campaign duration:
- Saving between 40-50% of budget that was being spent on irrelevant non-converting keywords
- With accurate goal tracking setup, we established a CPA of $20 per newly acquired customer/quote
- 20% increase in click-through rate of ads across account
- 89% reduction in cost per acquisition as reported from Adwords