Excella PPC

Executive Summary:

Jakroo, an innovator in custom athletic wear, encountered a common digital dilemma: their Google Ads traffic was broad but lacked relevance, leading to suboptimal conversion rates. Recognizing the need for a targeted approach, Jakroo embarked on a strategic overhaul of its Google Ads campaigns to attract qualified leads and improve ROI.

Project Objective:

To revamp Jakroo's Google Ads strategy for increased relevance and efficiency, thereby enhancing revenue, conversions, and reducing the cost per conversion.

Strategies Implemented:

Keyword and Audience Refinement:
- Purged ineffective keywords and added negative keywords to sharpen audience targeting.
- Developed tailored remarketing audiences to re-engage interested users.

Analytics and Conversion Tracking:
- Transitioned to GA4 for superior performance tracking and insights.
- Implemented granular conversion tracking to measure campaign efficacy.

Campaign Reorganization:
- Restructured campaigns by product and location for optimized ad spend distribution.

Ad Content Revitalization:
- Rewrote ads to be current and attention-grabbing, aligning with market trends.

YouTube Advertising Integration:
- Initiated YouTube Ads with a mix of remarketing and audience combinations for broader reach.

Results:

The focused Google Ads campaign restructure led to:

• A surge in revenue by 152%.
• An increase in conversions by 85%.
• A cost per conversion decrease by 65%

Project Objective:

The core mission for Excella PPC was to dramatically amplify Driveo.com’s online presence and customer acquisition efforts. Driveo.com, a prominent SaaS platform designed for local car dealers in the U.S., sought to expand its market reach and increase its sales funnel inflow. 

Strategies:

Budget Optimization:

- Initial Analysis and Incremental Increases: Excella PPC initiated the project with a thorough analysis of Driveo.com's past ad spends and their corresponding outcomes.

- Resource Allocation: As the campaign matured, resources were dynamically reallocated towards high-performing ads and keywords, while underperforming assets were either optimized or phased out. 

Data-Driven Decisions:

- Advanced Analytics: Excella PPC harnessed advanced analytics to drive decisions, making use of real-time data to pivot strategies as needed.

- A/B Testing: Regular A/B testing of ad copy, visuals, and calls to action enabled a continuous improvement cycle, pushing ad performance to new heights.

Market Expansion:

- Keyword Expansion: By expanding the keyword portfolio and experimenting with different match types, Excella PPC could capture a broader segment of users with varying intent, from general browsing to ready-to-buy customers.

- Geographic and Demographic Targeting: Identifying and targeting profitable geographic and demographic segments ensured that the ads reached the most receptive audience, thus improving lead quality and conversion rates.

Conclusion:

The collaboration between Driveo.com and Excella PPC successfully scaled the SaaS platform's market impact, demonstrating the efficacy of a robust and adaptive Google Ads strategy. The significant fivefold budget increase was a calculated move, resulting in a remarkable 780% rise in lead generation within a year.

Project Objective: Conduct a comprehensive audit of the company's paid channels to identify missed opportunities, formulate a forward-looking strategy, and execute it.

Strategies for Achieving Success:

1. Enhancing Tracking: We've established robust GA4 tracking along with tailored tracking for individual platforms.

2. Keyword & Negatives Research: We delved deep into historical data to unearth the most effective converting keywords while creating a list of keywords that were draining our budget.

3. Performance Max Campaign Restructuring: Our approach to Pmax has undergone a complete transformation. We've reduced spending on Display and Search networks, focusing on dedicated search network campaigns. This shift allowed for a better understanding and analysis of received traffic, creating room for campaign scaling and optimization.

Results: We've maintained a partnership with the client for over a year, consistently improving performance by approximately 10% each month.