CAMPER BUYER.com
Google Ads & Facebook Ads
Find out how One PPC helped CamperBuyer.com achieve a 37% drop in their Google Ads cost per conversion whilst driving over 75% increase in conversions.
CAMPER BUYER
Back Story & Challenge
CamperBuyer approached ONE PPC to see if we could improve their Google Advertising, while also setting up a new Facebook Ads account which would include their other websites for buying caravans and classic cars.
We needed to manage these websites with different objectives, such as a different average cost per lead (CPA) target. It was important to achieve the desired cost per lead while increasing the number of leads.
Initially, CamperBuyer’s primary goal was to get significantly more leads at the same price and quality. Their secondary goal was to show in the top spot on Google- at more than any of their competitors, to ensure they are getting more clicks than competitors.
Other secondary goals were to grow brand awareness on Facebook and increase page fans.
Following our initial review and analysis, we identified several main challenges:
- Google Ads was already pretty well set up, so we had to pull out all of the stops to make big improvements quickly.
- As a new advertiser on Facebook, no historical data was available so it would require more initial testing of personas with different ads and targeting.
- Implement a unified approach from Google to Facebook where appropriate.
Solution
In order to tackle this challenge, we started with researching and understanding the industry comparing websites of competitors compared to the business offering. Following this we then developed extensive keyword research and then planned the account structure, building the campaigns in the most effective way to get a high-quality score. In doing so we had reduced the average cost per click which greatly improved ROI by delivering more leads at a lower average cost per lead. The end result was that we were able to buy conversions for less. Doing so has dramatically improved the online visibility of CamperBuyer and has driven tens of thousands of leads to them since we began our partnership.
Other Steps
We researched the industry, optimised keyword targeting and account structure to boost quality scores and lower cost per click. This improved ROI and drove tens of thousands of leads, significantly increasing CamperBuyer’s online visibility.
Google Search Campaigns:
- Standard Search: Keyword targeting with text ads
- DSA: (Dynamic Search Ads)
- RLSA: Target past website visitors as they search in Google with higher bids. Also, target wider keywords with past website users to increase qualified traffic.
- RLSA (Remarketing for Search): Targeting past website users as they search again in Google, sometimes with wider keywords that are not part of the main keyword list for increasing traffic.
After strong Search results, CamperBuyer asked us to test Google Display. We started with remarketing to past site visitors, then built a full funnel using In-Market, Similar, and Custom Audiences.
Google Display Network Campaigns:
- Remarketing: targeting past website users for 30 days, with another campaign for up to 540 days with an optimised marketing funnel.
- In-Market Audiences – Set up Campers and Motorhome Audiences
- Similar Audiences- Test Similarity of converted leads audience.
After the success with Google, CamperBuyer was keen to start advertising on Facebook. In order to tackle this challenge, a few personas for testing ads and targeting had to be created and campaigns that targeted cold traffic vs warm traffic were set up. These actions have produced thousands of new leads for CamperBuyer since we began our partnership, a dramatic increase. Next step was the introduction of several cold and warm audience campaigns as follows:
Lookalike campaigns:
For targeting people on Facebook who is most similar to website users or email lists. We tested audience size vs similarity to achieve the most leads better than the target CPA.
Facebook Leads Ads vs Website Conversions Objective:
We testing targeting and ad copy with different campaign objectives to see which one would give the most qualified leads for the best CPA. We created an advanced form as part of the Facebook Lead Ad with detailed questions to match website contact form to ensure qualified leads.
Interest-Based campaigns:
New campaigns created and implemented targeting cold audiences with interests around campers, motorhomes, caravans (also classic cars more recently). We tested single interests vs combined interests, layered with other targeting options such as demographics.
Engagement campaign:
Targeting people who had engaged with the advertiser’s Facebook Page, Instagram Page and Ads. After only one month, the Interests and Lookalike campaigns were generating a great deal of traffic and sales, and the ads and social pages were providing multiple ways to engage with warm traffic.
Remarketing Campaign:
Re-target past website users, as well as the email contact list by showing them ads on Facebook. Setup with Mailchimp using Facebook integrations for 2 way sync of emails contacts. Also, set up Zapier to send leads from Facebook Lead Ads to company email as a lead.
This approach has driven significant results for CamperBuyer during the time we have been working together, with consistent Facebook advertising that has been developed with an increased budget as the positive results were continuously delivered.
Results
After seeing significant success from the CamperBuyer and CaravanBuyer, they launched another company called ClassicCarBuyer. We then looked at how we had successfully implemented the other website advertising and applied the working model accordingly.
Since working with CamperBuyer we have:
Increased leads by over 75% over 12 months for the first 2 website/ad accounts
Achieved a Facebook CPA of a few pounds.
Cold Traffic on Facebook responsible for most leads of Facebook.
Driven 220,000 Website Visitors from Facebook Ads
Implemented Facebook campaigns with the range of audience targeting
Created consistent and effective adverts that focus on key USP and brand messaging.
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Step One = 15-30-minute call to understand your business and provide more context before the screen share and written audits are completed.