Harley Therapy- (Google Ads)
Find out how One PPC helped Harley Therapy increase conversions and ROI
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
HARLEY THERAPY
Back Story
Harley Therapy was founded with the aim of connecting the public with experienced and committed practitioners working to alleviate emotional difficulties and promote psychological health.
Harley Therapy’s core values are a belief in the human potential for change and improvement.
Goals
A conversion was considered a completed sales booking, rather than just a lead.
Harley Therapy had worked with a few agencies in managing their Google advertising – but suspected there was room for improvement. They reached out to One PPC and we created a proposal to improve what was in place but had failed to meet the advertising requirements.
Initially, Harley’s primary goal was to get as many online sales bookings as possible and reduce the average cost per lead.
( I’d suggest telling them the cost savings One PPC gave them on the final page of the report)
A conversion was considered an online sales booking. So all lead enquiries such as emails and telephone calls were not counted as conversions.
- Lots of keywords with synonym variations making for an unnecessarily complex account structure.
- The current conversion rate was much lower than what was required to increase profitable online sales bookings.
Solution
Google Search
Harley Therapy needed an agency with experience working with other companies within the counselling industry. One PPC was appointed due to our previous work and our quick win recommendations and medium term plan. The key to the success of this relationship was planning,collaboration and testing to improve adverts and landing pages. We ran our own in-house examination/analytic? system and A/B testing with ads and landing pages to test the business offering, and to learn what was most appealing to people searching on Google. After extensive testing, we recognised what parts to emphasise on landing pages.
Google Ads
We reorganised the account structure to have one campaign per service type and specialism. We then organised the ad groups into more specific themes with more relevant ads and landing pages. Through ongoing ad testing, we improved CTR. This led to the first improvement which was an increase in the quality score which reduced the cost per click, therefore decreasing advertising costs.
We tested a range of bidding strategies including automated rules for a target lead (CPA and manual with enhanced CPC. We also set up automated bidding strategies for some campaigns.
These strategies have yielded excellent results for Expatriate Law during the time we have been working together.
We ran A/B testing with ads and landing pages to test the business offering to learn what was most appealing to people searching in Google. After extensive testing, it was clear what parts to emphasise on landing pages.
Google Tag Manager:
We set up tagging to record leads from live chat, phone calls and forms as conversions using Google Tag Manager.
Results
This approach has driven significant results for Expatriate Law during the time we have been working together. Since working with Expatriate Law we have:
- Improved advertising profitability with a 35% reduced cost per conversion.
- Achieved over 55% increase in sales bookings.
- Set up Microsoft Bing Ads to gain more leads at the same target CPA.
- Created consistent and effective ad creative that focuses on key USP’s and messaging of the brand.
- Worked closely with the client on new campaigns.