How We Increased ROAS for Our Home Improvement Client
As a home improvement business, it's important to get the most return on investment from your advertising campaigns. Our client was struggling with their Google Ads campaigns - low click-through rates and high costs. However, at Creative DSM, we were able to increase their Google Ads click-through rates by 150% while lowering costs by 15%. Our strategy was focused on improving our client's organic quality score, which helped us achieve these results.
The Marketing Strategy Findings:
Our home improvement client was struggling with low click-through rates and extremely high costs for their Google Ads campaigns. After analyzing the information, we identified that the client's organic quality score was a significant factor in their Google Ads performance. The organic quality score is an important metric that measures the relevance and quality of a website's content to the keywords and ads that are being used in their campaigns. By improving the client's organic quality score, we could improve the relevance and quality of their ads, leading to higher click-through rates and lower costs when people aren’t directly searching for the business or campaign.
Related: Calculating Your ROAS
How We Improved Their Marketing Results:
To improve our client's organic quality score, we implemented the following strategies:
Identified Keywords to Target and Created Organic Landing Pages for Each:
We identified relevant keywords that the client's target audience was searching for and created organic landing pages for each keyword. Each landing page contained optimized content that was relevant to the keyword, increasing the website's relevance score for each keyword.
Developed a Click-Through Journey to Enhance the Engagement Score:
We developed a click-through journey for each landing page, which helped to improve the website's engagement score. A click-through journey is a series of pages that a user clicks through to reach their desired destination, such as a contact form or a product page. By optimizing the click-through journey, we were able to increase the user's engagement with the website, leading to higher organic quality scores.
Created Dedicated Landing Pages for Each Campaign Launched:
We created dedicated landing pages for each campaign that we launched, which helped to improve the relevance score of the website. Each landing page contained content that was specific to the campaign, making the website more relevant to the keywords and ads being used in the campaign.
Reviewed Analytics Weekly to Identify Spikes and Declines:
We reviewed analytics weekly to identify spikes and declines in website traffic and click-through rates. By analyzing this data, we were able to identify areas that needed improvement and make necessary adjustments to our strategies.
The Marketing Results:
Our strategies paid off in a big way. By improving our client's organic quality score, we were able to increase their Google Ads click-through rates by 150% while lowering costs by 15%. Our targeted landing pages, optimized click-through experience, dedicated landing pages, and regular analytics reviews helped to improve the relevance and quality of the client's website content, leading to higher organic quality scores.
If you're a home improvement business looking to get the most return on investment from your advertising campaigns, it's important to improve your organic quality score. At Creative DSM, we helped our client increase their Google Ads click-through rates by 150% while lowering costs by 15% by improving their organic quality score. Our strategies included identifying keywords to target, creating organic landing pages for each keyword and campaign and reviewing analytics of the website weekly to dive into spikes and declines.