Proces
Process
Step-by-Step Actions
We began with a detailed analysis of the existing Google Ads account, and quickly identified several key areas requiring improvement-from campaign structure to ad copy to conversion measurement methods. Our efforts focused on three main pillars: technical campaign optimization, improving user experience, and precise tracking of all conversions.
1
Campaign Restructuring
We organized the Google Ads campaign structure, creating logical ad groups corresponding to specific services. At this stage, it was essential to add new, precisely selected keywords that better matched the intentions of users searching for marketing services.
2
Keyword Research and Exclusions
First, conducted thorough keyword research and identified phrases inconsistent with the services offered. Then, we excluded these terms so that the advertising budget would only be directed toward potential clients interested in BeMedia's services.
3
Ad Copy Optimization
We improved ad content to be more persuasive and better respond to user needs. The result was a significant increase in click-through rate (CTR) of 4.7%.
4
Call-Generating Ads
We implemented ads generating direct phone calls. This is especially important in the service industry, where clients often prefer quick phone contact over filling out forms.
5
Conversion Tracking Configuration
We revised the conversion measurement method. Previously, secondary actions (such as visiting the contact page or clicking a phone number) were treated the same as form submissions. We also changed this setting to precisely measure actual business conversions. After that, we configured measurement of phone calls from ads - these conversions weren't being monitored at all previously, which gave an incomplete picture of campaign effectiveness.
