Ad Spend
Grew annual advertising budget from 1ok to over 1 Million
Conversion Rate
Increased online conversion rate to over 1% for high-value products
Sales
Increased sales from a few hundred thousand to over millions
AZULFIT
Back Story
Azulfit provides international yoga holidays targeting people in Europe and the USA. They have yoga centres in Europe, the USA and in the East.
Goals
Azulfit wanted to increase online bookings and improve advertising profits.
During our initial in-depth analysis, we identified three key areas:
- A low conversion rate across most campaigns despite years of advertising.
- An inconsistent strategy across campaigns making it harder to follow a standardised approach.
Solution
Google Search
To address the challenges we identified, we started by restructuring Google Ads by expanding the keywords list and reorganising the campaigns with themed ad groups and more relevant ads. Once we had a working template, we could restructure existing campaigns around it and use this to roll out new campaigns just with location-specific changes.
We set up campaigns that were closely monitored to routinely improve performance. Furthermore, we tested ads and landing pages to compare different promotions. This helped us to improve the conversion rate and deliver improved and consistent results.
One PPC worked closely with Azulfit to successfully achieve their business goals in a flexible and transparent manner. Doing so has dramatically improved the CPA for Azulfit, reducing this by over 35% while increasing the number of conversions and additionally, our partnership has driven many thousands of new leads to them.
One of the ways we are able to capitalise on advertising is due to our approach towards ad creative and messaging.
Types of Campaigns:
- Google Search Campaigns: for targeting people searching in Google with the keywords and text ads. Campaigns for each regional clinic with location-specific ads & landing pages.
- Standard Search – Competitors for each regional clinic with location-specific ads & landing pages – using the competitor brand terms as keywords.
- Standard Search – Brand for each regional clinic with location-specific ads & landing pages – using the vets brand terms
- Display Remarketing campaigns for each regional clinic with location-specific ads & landing pages.
Locations: We identified that if the targeted locations were more than 5 miles, conversion rate dropped rapidly. We applied location bid adjustments by distance to get the best mix of volume and profit.
Demographics: We layered the Search campaigns with age, gender and parental status making optimisation adjustments based on performance.
Interest targeting: We layered the Search campaigns with audiences including past website users, in-Market Audiences and Similar Audiences to get better ROI.
Devices: We optimised across devices for the best ROI
Ad Testing:
These were then tested across different regions to determine which ones were consistently the highest performing ones to progress testing further.
Results
Increased conversions while reducing conversion rate.
- Increased sales by 72 % over 6 months.
- Improved profitability with a reduced cost per conversion by 41.5% on Google
- Improved CTR from 2.4% to 4.7%
- Regular keyword expansion and bid management on Google with a mix of bidding strategies.
- Introduced regular new ad creative on Google which focused on testing USP’s across each region.
- Setup sophisticated audience targeting in Google Search such as demographics, similar audience, in-market and past website users. .
- Worked closely with the internal team of the business in the development of the marketing campaign