Our Approach
We conducted a thorough, in-depth audit of ’s account, remedied its inefficiencies, and then started getting the new campaigns live. During this time, we undertook the following tasks:
Account Restructure
This new, more granular PPC account structure gave us greater insight into campaign
performance. More importantly, it gave us more control over spending and optimisation. It allowed us to paint a clearer picture of the interest, intent, and demographics of our client’s audience, which then continuously informed our campaigns.
Conversion Tracking
During our initial audit, we noted that not all high-value customer engagements were being tracked. Inaccurate or incomplete conversion tracking is something we often spot in our clients’ accounts during our first audit of their site. The biggest problem with it is that campaigns informed by such data will simply not perform efficiently.
As a result, we made sure that all conversions – from customer calls to email address/customer service contact clicks – were tracked. Full conversion coverage then fuelled Google’s machine learning algorithms and optimisation.
The difficulty was moving from a local business to a 100% online model.
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