Metal Roofs Case Study – GEO-TARGETING:  PA, MI, IN, IL

42% Increase in Conversions

Roofing

How We Helped: 

Continuous efforts in setting up the right keywords for “metal roofs” when we launched the campaigns and after. We extensively managed bid modifiers like devices, locations and schedule to maintain CPA.

Client Goals:

Cost Per Lead Between $22-$47
Cost Per Acquisition Between $75-150

Results:

Cost Per Lead: $24
Cost Per Acquisition: $94.28
Campaign Review
We focused our efforts on account management especially new keyword implementation, modifying bids for areas like devices, schedule and locations, and pausing non-performing keywords. We maintained a high optimization score, targeted relevant audiences and demographics and built out negatives to reduce wasted cost. With this, we were able to hit the target on the first month and even increased the performance for the second month. Overall numbers was a “WOW” for the first 2 months.

Quick Stats

Impressions: 30,062

Clicks:1,194

Conversion Rate: 26%

Conversions: 309

Services Used:
  • PPC, Paid Media
STRENGTH IN NUMBERS

Business impact

$94.28

CPA (Cost Per Acquisition)

$24

CPC (Cost Per Click)

4%

CTR ( Click Through Rate)

4/10

Quality Score

93%

% Top Impression Share

67%

Impression Share

Terms We Use

CPA – CPA WILL GIVE YOU AN ESTIMATE OF HOW MUCH YOUR NEW CUSTOMERS ARE COSTING YOU AND HELP YOU DETERMINE WHETHER YOUR STRATEGY NEEDS TO BE REVISED.

CONVERSION RATE IS AN INDICATOR OF SUCCESS, COST PER ACQUISITION IS A FINANCIAL METRIC USED TO MEASURE THE REVENUE IMPACT OF A MARKETING CAMPAIGN.

CPC – CPC IS THE MOST IMPORTANT FACTOR THAT DECIDES THE EARNINGS OF THE PUBLISHERS. AS FAR AS WE HAVE ANALYZED CPC DEPENDS ON THREE SIMPLE FACTORS – COUNTRY, KEYWORDS AND QUALITY/AGE OF THE SITE.IMPRESSION SHARE

IMPRESSION SHARE – IMPRESSION SHARE AS AN IMPORTANT METRIC THAT SHOWS ADVERTISERS HOW MUCH MORE THEY COULD DO WITH THEIR CURRENT AD CAMPAIGNS.

QUALITY SCORE – QUALITY SCORE IS GOOGLE’S RATING OF THE QUALITY AND RELEVANCE OF BOTH YOUR KEYWORDS AND PPC ADS. IT IS USED TO DETERMINE YOUR COST PER CLICK (CPC) AND MULTIPLIED BY YOUR MAXIMUM BID TO DETERMINE YOUR AD RANK IN THE AD AUCTION PROCESS. YOUR QUALITY SCORE DEPENDS ON MULTIPLE FACTORS, INCLUDING:

  • YOUR CLICK-THROUGH RATE (CTR).
  • THE RELEVANCE OF EACH KEYWORD TO ITS AD GROUP.
  • LANDING PAGE QUALITY AND RELEVANCE.
  • THE RELEVANCE OF YOUR AD TEXT.
  • YOUR HISTORICAL GOOGLE ADS ACCOUNT PERFORMANCE.
Roofing
  • MINIMUM BUDGET - $2,000
  • ESTIMATE CPA RANGE - $75-150
  • EST LEADS FOR MIN BUDGET - 14-26
  • REMARKETING ELIGIBLE - Yes
  • RECOMMENDED OFFER - Free Inspection, New Gutters w/ Purchase, 0% Financing
  • WHAT YOU NEED TO KNOW - Roofer's lead handling skills are typically not the best and they may need coaching