The Solution

AYKO have implemented a range of actions, which include, but are not limited to:

Conversion Action Changes:

We have shifted our strategy from optimising for call tracking, contact form submissions, and quote form fills to focusing exclusively on contact form submissions and form fills, as these both provide higher-quality leads.

First-Party Data Strategy:

We have implemented Negative Customer Match lists to exclude disqualified leads. Negative customer match lists identify disqualified leads, helping Google Ads recognise and avoid similar profiles, ensuring campaigns don’t optimise towards low-quality or irrelevant audiences.

We have set up Enhanced Conversions for Leads to improve tracking accuracy by capturing key customer data, like emails, upon conversion. This enables better optimisation, more accurate reporting, and enhanced targeting for lead generation campaigns.

Optimising Keywords For Cheaper CPCs:

By focusing on high-quality, low-competition keywords and using longer-tailed keywords for more targeted traffic, we have reduced CPCs by 80% since January. We have also paused underperforming and high cost keywords which were wasting money in the account.

Testing Campaign Types:

Previously, the account relied exclusively on search campaigns. However, with increasing CPCs on our keywords, we decided to explore other campaign types to mitigate their impact:

• Implemented Display We tested a Display campaign targeting London, and after seeing strong performance, we expanded by launching additional Display campaigns in other locations to increase reach, attract new audiences and build brand awareness.
• Implemented Performance Max We also tested using Performance Max for Leads to maximise reach across Google’s networks and leverage AI to target audiences likely to convert, boosting overall lead volume.
• Demand Gen Testing: We have also implemented Google’s Demand Gen campaign type, utilising both remarketing and prospecting audiences. We have created and tested various Lookalike audiences based on past quote requesters and form submitters.

Asset Testing:

Testing creative assets helps identify which visuals and formats resonate best with the audience, testing ad creatives has helped us to optimise ad performance and improve engagement and CVR across our Display and Performance Max campaigns. We have tested imagery, colours and text.

Google Ads Tagging Set Up:

We implemented Google Ads tagging setup with values to enable more precise tracking and measurement of campaign performance, ensuring data-driven optimisations and insights.

Theme-Based Ad Copy Testing:

We have implemented theme-based ad copy testing to evaluate and refine messaging, ensuring the most effective themes resonate with target audiences and drive improved performance across our campaigns.