Challenge
- Get Prospects to the Website at a profitable Conversion Rate
- Convert those Prospects into Sales, i.e. Workshop Attendees
- Use Google Ads credit fully before the time of the next workshop
Solution
- Engage experienced Google Ad specialist
- Target only the Sydney area
- Run ads from 7am to 7pm Monday to Friday only
- Run campaign from February 1st to 22nd March – the day before the campaign ends
- Use broad match patterns to maximise traffic but couple with daily review of the search terms to build the negative keywords list quickly.
Outcome
- Fully working sales funnel
- Campaign shaped – almost 200 negative keywords added
- Conversion tracking verified
- CTR of 3.9% – average CTR is ~1%
- Workshop Attendees filled
- Google Credit was fully utilised, campaign trajectory parameters were tweaked to target this outcome