Situation
PLC World is an independent distributor of hardware for industrial automation and networking equipment. Before working with Blurry, PLC World was struggling to generate a sufficient amount of qualified leads through Google Ads, and as a result, they were burning cash.
Strategy
In order to improve PLC World’s Google Ad campaign, we first had to thoroughly identify the problem with their existing ad campaign. After performing an in-depth analysis, we noticed that the campaign was set up inefficiently, using standard ad groups, which limited the company’s exposure across thousands of searches.
After identifying the problem, we implemented two solutions.
Strategy 1:
We changed the campaign structure and created rules to pull PLC World’s range of different products by brand names, which resulted in over 25,000 different products being uploaded. This drastically opened up their exposure to potential customers, and skyrocketed their likelihood to get conversions.
Strategy 2:
The second solution we implemented was to make small increase to their cost-per-click (CPC) week-by-week with a focus on:
- The % of top impression share (70-90% range)
- The % of absolute top impression share (10-30%)
The focus here was increasing share of the market and capturing it in a cost efficient manner.
Results
By increasing the client’s exposure across over 25,000 SKU’s, and improving their position on Google Ads, we were able to reduce their cost-per-acquisition (CPA) from $39.77 to $26.70 and nearly double their lead generation efforts each month.
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